Whole Foods is a leading organic and natural foods supermarket chain. The presentation proposes developing an e-commerce platform to complement Whole Foods' brick-and-mortar stores. The strategy includes launching an online community, implementing competitive pricing and delivery options, and developing a loyalty program. Key metrics such as reach, clicks, conversions, and customer retention will measure the success of online campaigns and the platform in acquiring new customers and increasing Whole Foods' market share in the premium online grocery market. Recommendations include creating a mobile app, refining the loyalty program, and providing shopping analytics to enhance the customer experience.

1. By: Lynda Assi, Shiqi Lin, Yuan Liu, Liza Perez &
Haavard Wattum

2. Shopping cart
Company background
● Introduction
● Current website
The Approach
● Category
● Strengths and
Weaknesses
● Opportunities and
Threats
● Competitive analysis
● Customer Profile
The website
● Objectives
● Business model
● Strategy
● Whole Foods express
ecommerce
● Campaigns
● Metrics for Success

3. COMPANY
BACKGROUND

4. Introduction
● Whole Foods Market, Inc. is an American foods supermarket chain
specializing in organic food.
● Type: Public
● Industry: Grocery store/ Health food store
● Founded: September 20, 1980
● Number of locations: 404 (Jan 2015)
● Revenue: Increase US$ 12.9 billion (2013) [2]
● Number of employees: over 58,300

5. Current Website Layout

6. Current Website Layout

7. Current Website Layout

8. Present Website Layout

9. THE APPROACH

10. Category
Consumers are becoming health-conscious
● Consumers are driven to local, natural, organic and
sustainable offerings
● 9/10 Americans are “conscious consumer”
● 90% buy energy efficient products
● 88% products promoting health and safety benefits
● 87% support fair labor and trade practices
● 87% commit to environmentally-friendly practices
Consumers value convenience
● Constraints on time and household
budgets.
● practical about purchasing decisions
US organic food market grow will grow until 2018
● Annual growth rate of 14% on the sector
● Domestic organic food production increased about 240% between 2002 and 2011

11. Strengths and Weaknesses
Strengths Weaknesses
● Social media presence
● Presence in local communities
● Relationships with suppliers and
partners
● Fast delivery service
● Brand trust with high quality
● Weak loyalty program
● High prices of products
● Crowded store

12. Opportunities and Threats
Opportunities Threats
● Local, natural, organic and sustainable offers
● Organic food market is an emerging trend
● Consumers are conscious and value
convenience
● Increased technological capabilities
● “Whole Paycheck” consumers
perception
● High competition
● Organic foods sold at lower prices
● Difficult to distinguish organic food from
fakes

13. Competitive analysis
● Primary Direct:
o Amazon Fresh, PeaPod, Fresh Direct, Google Express, Schwans.com
● Primary Indirect:
o Blue Apron, Five Stars Home Foods, Hello Fresh
● Secondary:
o GrubHub, Seamless, Eat24

14. Low value
High value
Many quality productsFew quality products

15. Primary Target - Healthy Young Professionals
Personal/Demographic
Name: Carrie & Fred
Age: 25 - 35
Status:Raising Career.
Demo: $40K HHI, college graduate
working professionals.
Lifestyle
Impulse shopper if sparked would be
interested. Cares about being healthy and fit.
Motto
“Eating well keeps us going”
Personal shopping Habits
Connectivity: Very connected to different
devices: tablet smartphone, laptop.
Internet: User of social media, blogs.
Shares articles and photos of interests.
Favorite e-commerce site
High end retail stores. Amazon prime
users, Content based shopping.

16. Secondary Target - Health Conscious Parents
Personal/Demographic
Name: Carrie & Fred
Age: 35 - 45
Status: Married with kids
Demo: $90K HHI, college graduate
working professionals.
Lifestyle
Plans and reads reviews. Carefully select foods.
Cares about eating healthy and nutritive.
Motto
“We are what we eat”
Personal shopping Habits
Connectivity: Very connected to different
devices: tablet smartphone, laptop.
Internet: User of social media, blogs.
Shares articles and photos of interests.
Favorite e-commerce site
HGTV and cooking channel, kids retail
stores, interest Blogs/ affiliate shopping.

17. THE WEBSITE

18. Objectives and Goals
Objectives
● To achieve 5% market share of the premium online grocery market
● To acquire 3% of the residents within our store communities
Goals
● To make Whole Foods the preferred customer option
● To manifest Whole Foods ecommerce position
● To help unclog our in store traffic

19. Business Model

20. Strategies
● Online Community
● Pricing
● Loyalty Programs

21. Online Community
● Online Communities Locally
● Transparency
● Home Shopping

22. Pricing
● Same day delivery with premium price
● Bundle Price
● Local & Organic Prices

23. Loyalty Program: Your Wholefoods
Your Rewards:
● Non Subscribed Users:
$10 = 1 point
● Subscribed Users:
$5 = 1 point
● 100 points = Next
Purchase FREE Delivery
Your Basket:
● Ability to auto-reorder
favorite produces.
● Monthly subscriptions.
● Specials alerts.

24. Whole Foods express online shop

25. Product listing page

26. Product detail page

27. Shopping cart basket

28. Multi product shopping cart basket

29. Check out window

30. Place order

31. Customer relationship management

32. Blog post seasonal

33. Responsive Design

34. Campaigns
● Special Day Promotion Campaign
● Social Media
● Direct Marketing
● In-Store Promotion
● Out-of-home Promotion

35. Metrics for Success
Awareness Consideration Preference Purchase Loyalty
Reach Clicks Sharing Clicks to
website
Sharing
Views Reviews Likes / Follow Conversions to
sale
Referrals
Content Views Data Capture Coupons User-generated
content
Comments Social Listening Tracking tags

36. Recommendations
● Create an app
● Develop a loyalty program
● Provide shopping habits feedback
● Automatic app reordering
● Order and reorder catalogues

37. DO YOU HAVE ANY
QUESTIONS?
Thank you for your attention!
By: Lynda Assi, Shiqi Lin, Yuan Liu, Liza Perez &
Haavard Wattum

38. APPENDIX

39. Bibliography
● Sources : “United States Organic Food Market Forecast & Opportunities, 2018” / Organic Trade Association /
BBMG Conscious Consumer Report