Software Platform Helps FreshDirect Keep It’s Customer Guarantee

SOURCE:  Stores Media

FreshDirect, the New York-based online grocery delivery company, makes big promises to its customers — all the way down to rectifying the occasional and inevitable broken egg in the carton.

To replace that egg, cover missing items in grocery boxes or provide a credit for late deliveries, FreshDirect aggressively employs business intelligence technologies as the linchpin of a focused, corporate-driven operational strategy that help it keep its service promises.

“First and foremost, at FreshDirect we are committed to delivering the highest quality, freshest foods in New York City and the tri-state [New York, New Jersey, Connecticut] area,” says Brandon Arbiter, business intelligence manager for Fresh Direct LLC. “That’s actually a guarantee we have for our customers, and we back that up with the guarantee that if you’re not totally satisfied, our customer service team will make it right.”

FreshDirect distributes more than 3,000 varieties of fresh food products to residences and offices throughout its target market area. Its pitch: FreshDirect buys directly from sources like farms with a just-in-time process that bypasses distributors to get the goods to customers four to seven days earlier than when buying from typical supermarkets. Company employees — butchers, packagers and others — start during early morning hours preparing fresh meats, produce and other foods in FreshDirect’s 300,000-sq.-ft. warehouse, distribution center and offices in Long Island City, N.Y.

When things go right or wrong with product, service or delivery, FreshDirect wants to know about it, Arbiter says.

“This guarantee has actually turned into a very rich source of data,” he says. “Our customers tell us exactly how we’re doing and help us to find better ways to meet their expectations. We take that feedback and organize it into various reports that are customized for every department and every level of management.”