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The Fresh Market goes live with new online storeThe Fresh Market goes live with new online store

Specialty supermarket chain also rolls out new mobile app.

Russell Redman

January 23, 2020

3 Min Read
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The Fresh Market's e-commerce site revamp builds on its online grocery shopping and delivery partnership with Instacart.The Fresh Market

Eyeing an enhanced shopping experience, The Fresh Market has launched a new online store in tandem with a new mobile app.

The revamped website, at shop.thefreshmarket.com, is designed to make it easier for customers to shop by department as well as by collections, such as new items, easy meals and seasonal offerings, The Fresh Market said yesterday. Shoppers also can plan and build a menu for special meals or save favorite items to a regular shopping list, which can be used in-store or moved into a virtual shopping basket and placed for a delivery order.

Another new feature is the ability to filter products by special dietary need, including gluten-free, vegan, or organic, The Fresh Market noted. Customers, too, can filter products according to what’s on sale, private-label items or new offerings.

Once an online order is placed, an Instacart personal shopper picks and packs the groceries, with home delivery in as soon as an hour. The Fresh Market said selected locations also provide curbside pickup service via Instacart.


The Fresh Market's new online store enhances the shopping experience with easier navigation and new features.

The Fresh Market’s new mobile app, meanwhile, offers a Scan & Shop tool that enables users to look up products by via barcode to see if the store carries them. Customers also can reorder favorite items, stay up to date on the latest deals and weekly features, and create shopping lists for routine purchases or special occasions. The lists can be shared with family and friends via text or email.

“Our new online store makes it even easier for our guests to shop The Fresh Market from the comfort of their home or on-the-go with the mobile app,” Mary Kellmanson, chief marketing officer at The Fresh Market, said in a statement. “It really is about helping our guests eat extraordinary every day and making it quick and convenient to do so.”

The Fresh Market said the online store launch builds on the Greensboro, N.C.-based chain’s partnership with Instacart in late 2018. The grocer piloted Instacart same-day delivery for six months in four key markets—including stores in its central, northeastern and southeastern zones—before launching the service chainwide in mid-May. The Fresh Market currently operates 159 stores in 22 states.

Delivery costs $3.99 for orders of $35 or more. The Fresh Market shoppers can get unlimited free delivery on purchases of at least $35 by signing up for an Instacart Express membership, which carries a fee of $9.99 per month or a $99 annually. Through Feb. 3, customers can receive $15 off their first delivery of $75 or more by using the promo code “SHOP15.”

supermarket-news-logo-small.jpgThis piece originally appeared on Supermarket News, a New Hope Network sister website. Visit the site for more grocery trends and insights.

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