Piehead® Work - Grocery Outlet - digital strategy, web design, web development, and more.

Grocery Outlet

Scenario

Grocery Outlet is the nation's largest remarketer of excess inventories. Founded in 1964, the company is a third-generation, family-run business and has over 134 stores in the Western United States. Brand name products are offered at Grocery Outlet for 40% to 60% below traditional retailers. The product line includes groceries, general merchandise, seasonal products, house wares, toys, health and beauty, and beer and wine.

Piehead was selected as a partner to revamp Grocery Outlet's website, with a goal to optimize the user experience and increase website traffic for a customer base that had little exposure to current online technology. Additionally, Grocery Outlet wanted internal staff to be able to update regional advertising specials and weekly featured products by using narrative and imagery. To help make their web presence even greater and expand their customer base, Grocery Outlet requested to have their Facebook, Twitter and YouTube features integrated into their new site. A blog was also created to allow staff to write and edit articles.

Strategy

Piehead provided a deep analysis of the current user experience based on a nine-month period, which provided Grocery Outlet with a deeper understanding of the steps required to meet project goals. Working with Grocery Outlet's technology department to document platform and hosting requirements, as well as creating detailed information architecture, Piehead delivered creative design and drafts of online assets and marketing messages. Piehead coded the website's front end and developed a user-friendly content management system, a custom blog, and administration tools to provide an engaging and pleasant customer experience. The strategy also included integrating the company's social media presences consistent with the website's look and feel.

Solution

Grocery Outlet received substantial increases in website traffic as recorded by Quantcast.com. In just the first two weeks the newly designed website increased traffic by 150% and has tripled in monthly site visitors. Through the content management system, Grocery Outlet staff is now able to easily feature regionally based advertising specials and spotlight products. The custom blog allows staff to enter blog articles in an online format that matches the website theme.

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