Whole Foods Goes Mobile

Dec 16, 2009

By Tom Ryan

Whole Foods
Market last week launched a website optimized for web-enabled mobile devices.
The site basically provides customers with the features of wholefoodsmarkets.com
while on the go.

Mobile device
users can access Whole Foods’ selection of over 2,000 recipes; get store
information including hours, driving directions, store specials; as well
as peruse a calendar of events for their local store. It also includes
the “My List” feature that enables customers to create a shopping list
that can be emailed, sent to another phone, or shared with another user.

The mobile site
also features a store locator where customers can use a ZIP code search
to find the nearest Whole Foods Market store. It is available at http://m.wholefoodsmarket.com.

“Whether they
are at home, work, or out and about, our customers can now easily access
store information and what’s on sale at their local Whole Foods Market,” said
Bill Tolany, global coordinator of integrated media for Whole Foods, in
a statement. “Shoppers can also use their handheld devices to create shopping
lists and save their favorite recipes to ‘My Recipe Box,’ a popular feature
on our website.”

Mobile users
also gain access to articles from Whole Story, the blog of Whole Foods,
as well as other articles on organic/natural foods, recycling tidbits and
various causes. The mobile website currently includes a list of the top
ten holiday wines.

Questions: What do you think of Whole Foods’ mobile website? Is it enough
for now to primarily feature easy access to the main features of a retailer’s
standard consumer website? What different features should be on retailer’s
mobile websites?

Please practice The RetailWire Golden Rule when submitting your comments.

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6 Comments on "Whole Foods Goes Mobile"

Sort by:   newest | oldest | most voted
David Dorf
12 years 5 months ago

When I go to http://www.wholefoodsmarket.com, it should detect my browser type and automatically redirect me to the mobile version. Most people don’t think to try m.wholefoodsmarket.com right off the bat. Otherwise, I think the functionality is fine. I like that from a recipe, the user can save to “My Recipe Box” and “My Shopping List.”

Doron Levy
Doron Levy
12 years 5 months ago

Your mobile site content should reflect the person browsing the site. WF hits that mark with the content they provide. Recipes, specials, navigation to store, hours are all excellent elements for a mobile site.

Perhaps they could integrate some sort of coupon or loyalty program in the mobile app that will get more people to visit. “Flash the barcode on your phone for a discount” type of thing. I suspect the average WF customer has some sort of smart phone or is technologically savvy so marketing this way makes sense.

Paula Rosenblum
12 years 5 months ago

No “perhaps” about it…the mobile site should incorporate coupons, loyalty offerings and other “do it now” type features that are unnecessary on the main site.

Whole Foods in particular is challenged in today’s value-oriented world. The company is losing its cachet, for a variety of reasons. It needs to do more than just sell expensive stuff and expect shoppers to assume high quality. By making an investment in its customers’ shopping experience, it can re-elevate itself to some extent.

Susan Rider
Susan Rider
12 years 5 months ago

Yes, it’s inevitable in today’s world.

Herb Sorensen, Ph.D.
12 years 5 months ago

It’s only a step in the right direction. It should incorporate many e-commerce features–scanning groceries while in the store for specific info, ultimately assisting selection and checkout.

Anne Bieler
Anne Bieler
12 years 5 months ago

It’s a step forward. For many of us, Whole Foods is an occasional visit, not our usual destination. We would probably go there a little more often if we could access the store from a mobile site, develop our WF shopping list, and plan our visit. I’m hoping they keep the content relevant, current–and develop more for the interested shopper.


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