Idea:

Ananas is your neighborhood-based online grocery store

Challenges:

– Change consumer habits
– The logistics of reliable, on-time delivery
– Reducing and eliminating the cost of delivery from the overall basket

Validation:

– Consumer habits were difficult to switch as they like to pick items themselves
– Significant drop-offs were seen when we introduced a cost of delivery
– Consumers were price-sensitive and price-aware

Learning:

– Communicated to customers that we will handpick items as good as they do, if not better, and revisited the packaging to reflect that
– Positioned ourselves as experts on how to sustain the longevity of produce by how to package and store different products
– Adopted a neighborhood-model to enable free and on-time delivery
– Consumers don’t need 15 min delivery if they can get cheaper baskets next-day, however, they will need active reminders to organize themselves for next-day deliveries