tech champs
Posted by Sara Zucker on March 3, 2010 03:52 PM
E-grocer Fresh Direct has created an iPhone app especially for New Yorkers. (As if city dwellers needed another reason to stay in their homes for food delivery.) It was designed after executives learned that half of the online grocery store's consumers owned the Apple phone – Blackberry users need not apply.
Available to current Fresh Direct users, the new feature tracks and stores previous purchases made on its website through a company-made database. “We’re using the customer’s own shopping behavior to give them a better experience,” said CEO Rick Braddock.
In addition to a streamlined and more mobile shopping experience, the app also informs Fresh Direct's loyal customers about special promotions and offers a list of store-proclaimed favorites that are featured on the initial screen-view. And the app rates various foods for consumers who want to know more about their food options before actually making a purchase.
The app, however, does lack many useful features found on Fresh Direct’s website. For example, the app lacks an efficient browsing menu. Also, though the website has a “Heat & Eat” section, the app does not, but the app’s keyword searches do help when searching for microwavable meals.
By taking the shop out of shopping, Fresh Direct has advanced the way New Yorkers purchase food, and though the app will most certainly be improved upon in the future, for now it gives New Yorkers one more reason to stay on the couch.
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