Business Situation

Green Apron is a leading chain of grocery stores in the US. Green Apron is known for its excellent customer service with a focus on keeping their customer trust and enhancing the overall customer experience.

Their customer focused strategy has created a major shift in the digital and mobile channels over the past few years, as e-commerce options and the ability to shop over the Internet are now expected for customers. Green Apron has kept pace with the change, providing online shopping to nearly 120 million customers, and 65 million have downloaded their mobile app.

Green Apron has requested Deloitte's assistance to redesign and implement a brand new e-commerce platform that would allow them to meet ever changing customer expectations.

Problem Statement

Green Apron is currently updating their app every three months. However, mobile feature sets are rapidly growing, replacing traditional in store shopping tasks from point-of-sale transactions to customizing products. At the same time, customers have rising expectations of rich digital experiences, mobile functionality, and social features.

Unfortunately, some of the competitors are able to update their app every two weeks or even more frequently to adapt to latest market trends, seasonal product demands and customer requests.  Since competitors are updating their apps more frequently, they are able to offer new innovative services sooner, while Green Apron struggles to quickly fix bugs or directly address user feedback.