Fresh Direct, about customer loyalty not Internet advertising
ADOTAS — I use Fresh Direct every once in a while. Well, actually, my wife uses it. I just remain leery about whether we should be allowing a company to be deliver our online grocery shopping.
But apparently others don’t seem to be as hesitant. According to Rick Braddock , Chairman and CEO of FreshDirect, the company’s business has been profitable and finished the first quarter with a year-to-year growth rate of 15%. Braddock says a major reason for the success is that the company targets creating loyal customer relationships online rather than on Internet advertising.
“People get on the Internet on all these faddish things, and they lose sight of what the Internet is for,” he said, according to WSJ. “To me the only way to be able to survive on the ‘Net is you’ve got to focus on what you want to do, make sure you’re good at that and build off that.”
According to Braddock, the power of “Internet marketing is the ability to interact to develop superior customer knowledge and real-time rhythm to significantly build one’s business.” He says the focus on ads has lead to a web world of clicks, visitors and declining converion rates.
– Express your opinion, comment below.
Reader Comments.
In my opinion, Fresh Direct’s success is due to the fact that it answers a real need in NYC: grocery shopping without lugging heavy bags home; many NYC rsidents do not own a car.
I prayed for Fresh Direct to come to my former Brooklyn neighborhood, but alas! they were delayed; now I live in suburbia with an automobile to carry all those heavy groceries.
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