Before I came to New York, I didn’t cook or can you say that I didn’t have chance to learn cooking. In school, we have cafeteria where you can eat all kinds of food you want. At home, we have parents who can cook all kinds of food for you. So, there was no need for me to learn cooking. But after moved to New York, things are different. I live alone, nobody can cook for me. And it’s hard to find delicious Chinese food in school’s cafeteria. I have to learn cooking. So, the grocery store become the place where I must go every week.
Whole Foods Market was the first grocery store I heard after I came New York. They have many stores in New York City. There are two stores near the places where I live and study. It’s really convenience for me to buy the food materials after class and take it home for cooking. The shopping time in Whole Foods Market can be my most pleasant and relaxed time during the day.
The experience of shopping in their local stores are quite good. But today is the world of digital. People buy all the things online even food materials. So, the user experience with these grocery stores’ digital platforms become crucial to their business. With the good impression to Whole Foods Market’s local stores, let’s explore their digital world!
Open the official website of Whole Foods Market, the first I noticed is the theme color, green. They have green logo, green font with white background. When talk about green, what would come to your mind first? For me is healthy and fresh! This color really can represent what Whole Foods wants to express to their customers, that is they are America’s healthiest grocery store. With the white background, the website looks cozy and concise. Once you open it, you will say: “oh, yes, this is what Whole Foods should look like!”
If you explore more you will find the website is well organized. The structure of the homepage is clear. On the top is the menu which can help customers to find what they need in most, such as couples, local sales and online store (which is the most important). Then in the middle is all kinds of high quality pictures seem like talking about different stories with Whole Foods. It really appeals me when I open this website. Now it’s October and we all know that Halloween is around the corner. You can see they have pictures of pumpkin and tell you about 100+ ways to use pumpkin. From this detail, we can know that the contents of this website are updated all the time.
In the bottom of the website, you can find more information about Whole Foods Market. Like the introduction about the company or how to eat and cooking heathier. The information here are more educational and convincing. When I saw the Recipe Collections I was excited! It’s useful for people like me who is learning cooking right now. Whole Foods is customer centered. They provide all the things their customers needed. I think this really improve the customer loyalty.
For example, they even have their own blog: Whole Story Blog! I love this idea that a grocery store opens a blog to tell stories about heathy food, recipes, suppliers and the trends of the industry. It feels like I’m more closed to this grocery and the industry. Whole Foods Market is telling people they are not only a grocery store, they also care about people’s health and the planet’s health. The contents of the blog are entertaining and interesting, also educational. You will find that you learn a lot from a grocery store after reading the blog.
Another point I want to mention is the online store. You can search what you want to buy directly. If you have no idea what you want, you can also search by departments. I think this design is helpful. For shopping food materials online, the biggest concern of customers should be the delivery time. All the things are fresh and need to be delivered on time otherwise they can’t be used into a meal. Delivery is important to those online grocery store. Whole Foods give you the promise that your orders can be available within 2 hours. So customers can no longer worried about the fresh and time problems. It’s so nice!
With all the same contents, the website is good to use on mobile phone and tablet. All the functions you experienced on desktop can be found on cellphone and tablet. And they provide an app for the customers to use. But the rating score is not good due to its new version canceled the recipe functions. Maybe they will figure out it later.
Overall, the user experience of Whole Foods Market is good! They give their customers high quality products with good customer services, also provide good contents about how to live with healthy life and healthy food. All the information they give online can satisfied the customers. Whole Food Market is a really good story teller. If use the archetype to describe Whole Foods, I guess maybe trust, alert and passion? Because you can really trust their products and they really have high standards about the details. At the same time, you can feel their passion about helping you to lead a healthier life. Maybe that’s why I love it so much!