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FreshDirect Focuses on Customer Service
Jul 2, 2009

"Our food is fresh, our customers are spoiled" is how FreshDirect CEO Richard Braddock describes his relationship with their customers. On-line grocery shopping has been slow to really perfect itself for any number of reasons.  Focusing on delivery, assortment managing costs have been the big drivers.  Fresh Direct is viewing the economic downturn as an opportunity to redefine themselves and focus on the customers needs.  They understand what customers need during these difficult times; they identify with what they are doing.  He is learning from other successful on-line retailers ( Amazon) and using their own database to track purchases and remind customers of what they may need , in case they forgot themselves. They are also expanding to offer their products through vending machines in office complexes in order to accommodate their customers out of home needs while at work .  Read this BusinessWeek Article

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"How You Do What You Do", by Bob Livingston

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