Fresh Direct - Analysis of Challenges - Case Study Example

One of the few complaints that have become too regular in the operations of Fresh Direct is the customer's claim that products are not sufficiently fresh upon delivery. Online grocery services are still an extremely small market sector in comparison to the massive physical stores that dominate the industry (Hand et al., 2009), so it is vital that Fresh Direct address every possible weakness with the appropriate corrective measures. The business obtains, stores, sorts, and delivers items through a detailed process that has been extensively researched to minimize the time until delivery and to keep appropriate products refrigerated as needed. Accordingly, it is possible that the actual freshness is not the problem. Instead, customer perspectives may be biased because they cannot actually touch and physically examine their food prior to purchase, as many shoppers are accustomed to doing (Cho, 2011).

Solution
Fresh Direct can provide daily updates from factory employees that describes the items in the physical terms that shoppers would normally check in person. This addition to the website may ease consumer concern about receiving products that are not sufficiently fresh. Read More