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Schematic launches mobile shopping experience for FreshDirect with iPhone app

1 March, 2010

Free App for New York’s Premier Online Grocer Offers One of the Most Comprehensive Mobile Shopping Experiences Available on iPhone Platform

NEW YORK — Schematic, a WPP company, announced today the launch of a new iPhone app for FreshDirect, New York City’s premier online grocer. Designed and developed by Schematic to allow FreshDirect customers to do all of their shopping directly from an iPhone, the highly-transactional application delivers virtually all of the functionality of in a mobile format. Customers can shop FreshDirect’s broad selection of fresh foods and brand-name groceries using the new app, which includes proprietary site features such as daily produce and seafood quality ratings, as well as the site’s Quick Shop, feature, which makes it fast and easy to shop from previous orders or favorite items. Whether starting a new order from scratch on their iPhones or modifying an existing order, customers can complete their grocery shopping in just a few short minutes wherever they happen to be—in a taxi, on a bus or waiting for a friend.

Incorporating the smart search and recommendation features that FreshDirect customers love and rely on, the new app also includes popular customization options such as the ability to specify the thickness of meat or select a particular grind for coffee. FreshDirect’s great daily and weekly site savings such as President’s Picks are featured on the new app, and customers can also use it to quickly and easily update the delivery date or time for orders that have already been submitted.

To celebrate the launch of the new app and to encourage both existing and new customers to give it a try, FreshDirect is giving away hundreds of dollars of delicious, fresh food along with hundreds of dollars worth of credit to the Apple Store. One grand prize-winner will receive a gift card worth $500 in FreshDirect food, plus a $500 gift card to the Apple Store. Nine second place winners will receive a $100 FreshDirect gift card plus a $200 gift card to the Apple Store. Additionally, all new FreshDirect customers will get a 15 percent discount off their first two orders just for downloading the app. To enter, customers can visit  

“FreshDirect has become something of a religion for busy New Yorkers who swear by its quality, convenience, selection and service,” said Trevor Kaufman, CEO of Schematic. “Whether it’s shopping, connecting with friends or searching for information, consumers increasingly expect to be able to use their mobile devices to accomplish daily activities. With the new FreshDirect iPhone app, grocery shopping is the latest task that can now be accomplished using an iPhone. We are very pleased to have been selected by FreshDirect to build this new capability for its customers.”

Offering one of the most comprehensive and intuitive e-commerce experiences ever built for the iPhone, the app leverages Schematic’s expertise in creating powerful, user-friendly applications across mobile platforms, as well as its experience building technology solutions that incorporate large amounts of dynamic, back end data. In the case of the FreshDirect iPhone app, this meant integrating real-time data on thousands of product SKUs, and location-specific product availability that changes daily. To accomplish this, Schematic adapted FreshDirect’s existing software to support the most complete mobile experience possible. Except for a handful of features (such as updating sensitive user data) the entire site experience is now available through the FreshDirect iPhone app.

“FreshDirect is the smartest way to shop for fresh foods and grocery. Schematic has done a phenomenal job of creating an app that allows customers to easily shop our broad and deep selection of products from the convenience of their iPhones,” said Monica Woo, Chief Marketing & Strategy Officer at FreshDirect. “With the FreshDirect iPhone app, eating right is even easier, faster, and more affordable.”

Katy Saeger
Saeger Media Group / Schematic  

About Schematic
Schematic, a WPP company, creates powerful interactive experiences for the world’s largest brands. Servicing Fortune 1000 companies including Target, Nokia, Comcast, NBC, Dell, and Microsoft, the firm develops user-focused digital marketing and innovation solutions that help clients build brands and delight customers across channels. Recognized by both Advertising Age and AdWeek as one of the industry’s most innovative firms, Schematic is headquartered in New York. For more information, please visit  

About FreshDirect
FreshDirect is one of the nation’s leading online food brands and grocery providers, known for its convenient home delivery service and the manufacture of fresh, delicious food. Changing the way customers shop for groceries since 2002, the company uses a direct distribution model with in-house, overnight production that cuts out the middleman and helps FreshDirect offer farm-fresh food at prices up to 20% lower than conventional grocery stores. Every product is 100% satisfaction guaranteed, every time. Thanks to expert daily ratings, FreshDirect customers can easily shop for best of the season in produce and seafood. FreshDirect also offers a highly personalized online shopping experience, with smart shopping features that help customers track their favorites, remember missed items, shop from previous orders and get recommendations on new foods they might like. FreshDirect has also teamed up with top New York City chefs and restaurants to bring customers quick, restaurant-quality prepared meals, unavailable anywhere else. FreshDirect has fulfilled more than ten million orders to date. For more information, visit

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