Roche Bros. Grocer Enhances Omnichannel Shopping Experience

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Roche Bros. Grocer Enhances Omnichannel Shopping Experience

By Jamie Grill-Goodman - 05/16/2016
Massachusetts-based grocer Roche Bros. is working on building an enhanced e-commerce and omnichannel shopping experience to launch later this year. Customers of their 18 Roche Bros. and Sudbury Farms locations will benefit from the new platform, which will facilitate home delivery in eastern and central Massachusetts, and curbside pickup at a growing number of store locations.
 
Roche Bros. selected Unata, a provider of 1-to-1 digital solutions for grocers, to build the enhanced experience, due to their interface design, omnichannel expertise and ability to power 1-to-1 personalized experiences across all e-commerce elements.
 
"The Unata platform will provide Roche Bros. with an award-winning user interface for our customers and personalized recommendations based off of a proprietary machine-learning recommendation and personalization engine," said Geoff Farrington, Ecommerce Operations Manager at Roche Bros. Supermarkets Inc. "This interface is also mobile and tablet adaptive, all making it more relevant, convenient, and engaging for current and future Roche Bros. customers to shop and receive their groceries in any way they choose."
 
Unata’s proprietary machine-learning recommendation engine and personalized search technology, which was built by former MIT research fellow and now Unata’s VP of Engineering Diego Maniloff, will be at the heart of the new Roche Bros. e-commerce experience.
 
With the platform’s ability to continuously learn about each shopper’s individual purchasing behaviors over time, Roche Bros. will provide a completely personalized shopping experience to their customers, including a 1-to-1 Personalized Homepage, which will list the most relevant products and offers based on shoppers' purchase history. Shoppers will be presented with product recommendations across the online shopping experience, including related items to their current shopping cart and each shopper will see a personalized version of the product catalog, with the most relevant items for the shopper provided in each department. Additionally, shoppers will receive personalized notifications about sales and offers on products they have purchased before and on related products that they might like.
 
"Unata’s platform features recommendations delivered by a proprietary platform that learns from the customer’s behavior and patterns common to similar users," explained Farrington. "With thousands of products for sale at Roche Bros., this recommendation engine will help customers quickly and efficiently find what they are looking for and discover other products that might also be appealing to them.  The platform also supports shopping with user-selected filters, making it easy to see quickly what’s on sale, gluten-free, local, organic, etc. All of these new features will make the shopping experience more relevant, convenient, and engaging for current and future Roche Bros. customers."
 
Shoppers will be able to organize and browse products based on attributes such as organic, on-sale, local, and gluten-free, as well as access all in-store specials, including complex promotions, within the e-commerce experience.
 
Roche Bros. associates will be able to manage online orders through the new Unata-powered dashboard and target and manage promoted content to their shoppers.

"The steps we go thorough to fulfill an order – receive the order, pick the items, checkout, and deliver – remain the same," explained Farrington. "As with any change to a platform provider the biggest challenge will be training each of our users how to continue quickly and accurately navigating all of their business processes through a new interface."