The digital strategy of whole foods market

1. The Digital Strategy of Whole Foods Market
Overview
Whole Foods Market is the largest organic foods supermarket
in USA and the first national “Certified Organic” grocer to sell
the highest organic and healthy available. Now, Whole Foods
Market is becoming more popular because of their excellent
digital strategy.
By Sihui Lu

2. Social Media
Twitter –customer service tool
Facebook-posting recipes,
promoting events, sharing
stories
Instagram&Pinterest-posting
images, visual storytelling,
immersive experience, and
online communities.

3. Websites
Homepage – Green and White
SEO-Increase online visibility and build a brand
Google Analytics -Measure number of mentions, show a graph
of visits over the last 30 days (most recommend)

4. Online advertising
Google Display Network
1.Raising the brand image
2.Promoting different sales
that would be displayed on
Google Display Networks
that links to a promotional
on Whole Foods’ website.
3.Reaching official website by
clicking on Google Ads.

5. Inbound Marketing
Whole Story Blog
1. updating abundant and interesting content to the audience
2. Posting recommendatory products and healthy recipes
Email marketing
1.Targeting the specific customers and then make a customer list.
2.Based on customers preferences to send their valuable newsletter

6. Mobile Strategy
six Functions
Coupons- getting digital coupons to use
in-store
Shopping lists- creating categorized
shopping lists
Recipes- providing more than 3800
kitchen recipes from Whole food’s
collection.
Delivery-Sending your shopping list to
Instacart for delivery in select U.S.
cities, but only limited in iOS.
Sales -Providing the new sales for great
savings throughout the store
Local-getting the nearest store location,
hours, events and offers.

7. Target Audience
1.Customers who care about healthy, nutritious organic food
2.Customers has the stable income
3.Most customers are busy aged 24 to 40, with families or single.

8. KPI
KPIs - useful tools to metric their business is performing well or
not well.
1.Generating revenue
2.Expanding exposure
3.Understanding customers

9. Budget
Social media -$20,000
Promos/contests-$7,500
SEO-$7,500
Content- $7,500
Mobile-$5,000

10. Tools & Tactics
social media- using Facebook and Twitter to track the number of
likes, post rate, and social media conversion.
Blog- tracking the number of visitors and number of leads
generated
Google Analytics –tracking the number of page visits, the
standing time on their website, conversion metric and bounce
rate.