Welbee’s Website: e-commerce grocery strategy & platform
In 2021, we renamed and rebranded the Maltese family-owned supermarket brand, Welbee’s. Since then, the focus has been on enhancing the experience that shoppers receive in-store and translating this online with a sophisticated e-commerce strategy.
The Brief
From browsing to check-out, the goal was to design an e-commerce grocery platform that made it as easy and enjoyable as possible for customers to order online - working with Welbee’s development team and providing them with the HTML/CSS/JS. The final e-commerce grocery platform needed to handle large amounts of product data and position Welbee’s more competitively by enhancing the customer experience.
The Work
Browsing Experience
Our online strategy was to replicate and enhance Welbee’s physical in-store experience, aligning with real shopper behaviour and trends. For example, recognising that 80% of customers have their shopping list ready before entering a supermarket, we created a robust product categorisation experience to help customers browse and select products more efficiently. As shoppers continue to add items to their carts, they can keep track of their intended purchases on the right side of the screen with a ‘sticky cart’ feature. We also added other helpful sections to increase customer convenience, such as highlighting lower prices, special offers and pairing similar or matching grocery items together. Through a simple change - requiring customers to specify their location before shopping online - we were able to present the user with products that are in stock according to their chosen store, creating personalised search results and a more efficient experience overall.
Cart & Check-out
We revamped the cart interface, organising food items neatly by category - useful when scanning for a particular item, or reviewing your overall shop. Providing customers with more information throughout their journey was at the heart of our UX strategy. We added helpful details like item weight, quantity, and any applied discounts, and also updated the user’s account section, allowing customers to keep tabs on all purchases.
Jonathan Shaw
Chief Executive Officer
The new welbees.mt online shopping platform is incredibly easy to use, with robust back-office and logistics that ensure excellent delivery service. Since I started using it, I’ve tagged my favorite products and cut my shopping time significantly!
The results
After a successful initial launch, engagement levels and sales grew significantly. In addition to enhancing the online experience, we also provided recommendations for the in-store user experience, such as scanless carts, automated check-outs, digital assistance through AI, and Alexa-powered digital screens - some of which might be coming soon to a Welbee’s near you.
