Enabling new features

Before the launch of the mobile ordering functionality within the app, ordering revolved primarily around the point of purchase experience at the Fridge location of the user’s choosing; mainly, this meant that you wouldn’t know what items were in stock, how many of those items were present inside the Fridge, or the operating hours of the location itself (if it were placed in an area where restrictions were imposed).

This functionality that was spearheaded by our technology teams was pivotal in establishing a wider brand presence when it came to the function of our app. At launch, it enabled our users to understand more top-level information about the Fridge locations they frequented the most.

As we understood more about the functionality and overall user behaviors of this new feature, we decided to tweak the overall look and feel of how it operated based on that feedback. Showcasing prominent top-down imagery of our items proved to be more engaging to our audience, which enabled us to use existing assets we were relying on in other marketing channels.

Additionally, a more intuitive and streamlined information panel helped users understand key facts and details about each Fridge location, adding to the overall clarity of what features, items, and experiences they could expect from each unique machine they were to come across in their daily lives.

Rewarding design

Paired with the new ability to order ahead, we launched the Farmer’s Fridge Greens program, a rewards incentive program for loyal users of our products. This enabled adamant customers to rack up points or “greens” that could be stored in the user’s account; this program was geared towards power users of our Fridges and subsequently our app.

The pairing of this program with the larger mobile ordering campaign was crucial as it rewarded users with a monetary sense of achievement when they used our locations and purchased items. Through additional emails, collateral, and social media postings we iterated the importance of creating accounts to track your progress, which in turn added more users to our network to understand trends, diagnose weak areas, and push real-time messages about closures, food safety information, and promotion deals.