Hannaford

Grocery shopping, made fresh.

We partnered with Maine-based grocer Hannaford to reimagine their digital presence to better deliver on their brand promise of providing healthy, local products at a great value.

Background

Hannaford’s website was aging rapidly and faced numerous accessibility challenges. In addition, Hannaford was aggressively pursuing ways to modernize their already successful Hannaford To Go program while also launching My Hannaford Rewards, a program geared towards building customer loyalty through personalization and “just for you” coupons and deals.

Solution

We designed and launched their loyalty program through a new mobile app and defined a roadmap for an innovative online shopping experience with a heavy focus on personalization.

While defining the vision for a new hannaford.com, we created high-touch site pages and features that could help people easily shop for products they love, save money, get inspired to try new recipes, and even get involved with some admirable local initiatives.

To launch their new loyalty program, “My Hannaford Rewards,” we designed a mobile app experience that enables customers to track earned rewards, clip coupons, and gain access to personalized offers. After one month on the App Store and Google Play, there were 300k app downloads, 32k new user registrations, and 785k digital coupons clipped.

As a part of the process, we developed a robust design system and component library complete with delectable imagery, custom illustrations, and iconography. We also authored an in-depth style guide for future design development of the overall digital experience.