Challenge

Fresh and Easy had a vision of bringing the service and convenience that customers have in the fast food industry and combining it with the quality and freshness of its grocery produce.

Implementing omni-channel for Fresh & Easy was about creating a proposition aligned to the customer’s behaviour – shopping for freshly prepared meals every day.

Solutions

Click and Collect

• Analysis of existing business and approach
• Definition of end-to-end process from food production facilities, to store and to end customer
• Integration with stores for picking & loyalty for rewards
• Initial implementation across 120 stores
• Defined ROI and business case ahead of launch
• Same day ordering for fresh food, pre-order for meals
• Integration with stores for Click & Collect
• 20 minutes from order capture to order collection

Loyalty and Promotions

• Created a process for managing configurable Meal Deal offers allowing for customisation of a meal for a customer
• Recommendation of meal components – best side dishes for a main meal
• Integration of recipe data to provide meal ideas and “buy the recipe” ordering
• “Smart” coupons that can be associated to customers or attached to a loyalty card
• Site content changing by dietary requirements and hour of day to highlight relevant meals
• Dynamic Promotions based on Friends Reward card profile – real time change based on store and online purchases