The well-known fresh fruit company Driscoll’s is no stranger to change. But the transition to online ordering is proving to be quite tricky. Driscoll’s works with geneticists and fruit growers to perfect the tastiest berry varieties, and its sales and marketing arm brings the fruit to market. But its marketing and seed-editing machine are all built around that moment of selection.
According to VP of brand and product marketing Frances Dillard, Driscoll’s is working hard to make its case to grocers and online ordering services – namely Instacart – that they should be thinking about their online storefront more like a traditional brick-and-mortar store.
Driscoll’s must work hard to get in front of online shoppers, working with retail partners to convey important insights about online produce. For instance, an online delivery left outside or even in a cool store can make a big difference in the quality of the fruit, and whether that customer will order produce online again, Dillard told adexchanger.com.