Case Studies
Safeway FoodFlex
Safeway is the country's 4th largest food retailer. As part of a multi-year shift from a traditional retailer to a lifestyle brand, Safeway contracted Extractable to refine and launch a prototype web application that would be a key pillar of its strategy.
Goals
- Drive cross-channel sales.
- Increase Club Card usage and brand loyalty.
- Improve customer nutrition.
- Enhance Safeway's perception a leading technology innovator in the industry.
- Develop a scaleable framework that would allow for easy additions of future functionality, and content.
Target Audience
- 30 million consumers, primarily on the West Coast.
Services Provided
- Brand strategy
- Site strategy, design, and implementation
- User interface design
- Database application integration
Results
- Created a content-rich user experience, including a number of personalized online food and nutrition tools and reports.
- Refined and developed a broad feature set that helps customers get a better picture of the nutritional value in the foods they purchase and make healthier purchase decisions for their households.
- Leveraged extensive user research and usability testing to ensure FoodFlex was quick to learn and easy to use.
