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Sendik’s Implements Online Shopping Platform Through Freshop

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Sendik’s Food Market’s 11 full-line stores is enlisting Freshop, a comprehensive grocery e-commerce solution, for its online shopping services. The partnership makes Sendik’s the first grocer in the greater Milwaukee area to implement an online shopping platform. Customers in Milwaukee can now make and pay for grocery selections online via Sendik’s Express and then pick them up in stores.

“It’s a real credit to Freshop that they listened and worked to implement those solutions in a timely fashion,” said Mark Birmingham, Sendik’s executive director of new business development. “That has been the greatest attribute of Freshop. Not only their experience, but their willingness to listen to customers, see the value in suggestions and implement solutions that work.”

Since its recent launch, Sendik’s Express has earned positive feedback from the local community. Birmingham says that he receives numerous, unsolicited emails from customers, including busy parents, who have benefited from the service because it saves them time. The elderly, who often are unable to move around the store very well on their own, also appreciate the service.

Sendik’s reports that one of Freshop’s key differentiators is the team’s agility and willingness to listen and adapt to better suit customer needs. Freshop implemented several new enhancements since signing with Sendik’s, including dual categorization. Dual categorization is a functionality that allows grocers to define a product within more than one shopping category, improving the shopper’s experience. With dual categorization, Sendik’s is able to categorize organic tomatoes within both the produce section and the organic produce section. This improves the online shopping experience for shoppers who want to purchase organic produce only, because they no longer have to scroll through pages of conventional items in order to find organic items.

“We’re thrilled to be partnering with Sendik’s to bring the online grocery shopping experience to Milwaukee,” said Freshop CEO Brian Moyer. “Our partnership with Sendik’s has allowed us the opportunity to continue evolving our platform to better serve the unique needs of independent grocers.

“Innovation, problem-solving and responsiveness are in our DNA. At Freshop, we truly partner with customers through a team-based, responsive approach to deliver a superior online shopping experience that increases share of cart and elevates individual store brands.”

With Freshop’s platform powering the store experience, shoppers experience the same grocery shopping experience through the store’s website as they do when they visit the brick-and-mortar stores, the company says. Shoppers are able to use their grocery store’s website to browse products and the daily deli menu. They also can access the clickable, weekly ad to build grocery lists. Depending on the shopping options chosen by each store, customers can then choose their personal shopping experience, using their grocery list to shop in store, or a personal shopper can put together their order for pick up.

About the author


Kristen Cloud

A former newspaper editor and publisher, she once enjoyed leisurely perusing the grocery store aisles but, since having a baby in 2016, she is now an enthusiastic click-and-collect shopper.

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