ON INNOVATIONS IN ONLINE GROCERIES

IT'S STILL THE "SIMPLE" STUFF

I've been shopping online for groceries for almost a decade now, and it's been surprising how little innovation there's been in making the experience easier for shoppers.

The key thing about grocery shopping is that it's an activity most mainstream folks would like to spend as little time as possible, doing.

But there's been relatively little "time-saving" innovation in online grocery shopping (and online shopping in general, I'd add).

The last one that stands out in my mind is Amazon's controversially patented "One-click" ordering, almost a decade ago.

The typical online grocery site, be it your local food store that delivers, or an online outfit like Peapod, Netgrocer or others, typically mimic the aisles of a physical store.  You click on an aisle marked "Produce" or "Beverages", and drill down these almost never-ending lists until you find that six-pack of diet pepsi in cans that you wanted.

If you want to see what a relatively mediocre service offering that can be, try shopping at "The Food Emporium" site here, which as a New Yorker, is one of my "convenient" neighborhood stores that delivers.

Tedious stuff, since you can generally cruise through a physical aisle in a store MUCH faster than you can cruise through a similar aisle in an online store.

So imagine my surprise, when my favorite online grocer, FreshDirect.com, offers a few innovative and time-saving ways to shop.  For now FreshDirect only delivers in the New York Metropolitan area.

My favorite innovation here is the ability to shop by what the company calls "One-Click Recipe".  As they describe it:

"Now FreshDirect delivers delicious recipes — and everything you need to make them — all in one quick click. You'll find hundreds of reliable options from America's best-loved chefs and award-winning cookbook authors. We'll even email you the recipe on the day we deliver the food."

If that weren't enough, they go one step further.  Rather than just presenting a list of food categories and items like "soups", "chili", etc., they offer categories more aligned with how real people actually think about their shopping. 

They present "Meta-Categories" like "Dietary Concerns", "Cooking Method", and my favorite "Numbers Served".  Under each of these are sub-categories like "Healthy Living", "Simmering/Poaching", or "2-4".

The company even lets you order from recipes from cookbooks and authors online.

I'm recommending FreshDirect as a "Thriller" service, if you live in the New York metropolitan area.

Now as simple as all this may sound, what's extraordinary is that no one seems to have thought of these innovations before.

So kudos to FreshDirect for thinking out of the box on this, and dare I say, thinking from the shoes of their very customers.

They may even deserve some patents for these "simple" innovations.

Comments

[Jacqueline]

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[Cassidy]

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[Fernando quick]

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I'm recommending FreshDirect as a "Thriller" service, if you live in the New York metropolitan area.

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