Starting in May of 2017, GrabOne began a metamorphic transformation with one goal in mind – to go from a value brand to a valued brand. There is one definite constant in our digital world and that’s change. If you don’t keep up, it’s very easy to get stuck in a cycle of fragmentation. 2017 was a year of growth for GrabOne, and while growth can be a daunting responsibility, we took big steps to embrace the changes we needed to make to maintain our status as one of New Zealand’s most trusted e-commerce brands.
A New Look
For the first time in our seven-year history, GrabOne rebranded, which signifies that we’ve grown up a bit – while still maintaining what makes us recognisable, of course.
“These changes are designed to reflect the shift in eCommerce habits, and repositions GrabOne from a value brand, to a valued brand. The range of experiences, products and services offered on the platform will always be of great value to the customer.” —Sarah Wood, GM of GrabOne
Revamped App and Homepage
Part of the rebrand was focusing on making improvements to our app and homepage, combining our customers’ feedback with e-commerce trends to ensure a greater user experience. Clearer categories, easier navigation and personalisation were main priorities – a huge win for both customers and merchants. On our app, you can now filter by category, price, and distance from your location to find exactly what you want, when you want it, where you want it. Not only is this great for our customers, it also makes it easier for you to get your business in front of people who are more likely to buy your deals. We developed a mega menu for our homepage that allows customers to find categories of deals more simply and makes navigation a breeze. Not only are we the go-to place to find great deals, we’re also a continually growing local directory of restaurants, gyms, beauty salons and a ton of other businesses. We’ve also developed a ‘For You’ section that allows users to see deals based on their click and purchase history, allowing for a unique user experience.
What started as a way to talk with coworkers and family has grown to a mass communication tool for companies on all levels of the spectrum. And at GrabOne, we’re no exception to this. So on top of our rebranding and improvements to our app and website, we massively revamped our emailing system. GrabOne’s platform is all about getting content in front of customers and people who are interested in buying goods and services from damn good Kiwi merchants. In the old days, emails showcased a selection of offers onsite (all chosen by a human, of course) and then sent out in an email to our database. There was no difference between what you, your neighbour, your mum, or your dog received. Enter email relevancy. In a nutshell, the relevancy template allows us to deliver the best content for each individual customer based on their likes, interests and recent purchasers all with minimal human involvement. What this also means is that deals on GrabOne are now being sent out more to customers who are interested in the product resulting in a higher chance of purchase for you, the merchant.
Looking Ahead to 2018
We’re always looking to improve, so in order to keep up with the constant change of the e-commerce world, we aim to further refine and develop how we deliver your content to the right audience in 2018. Expect to see constant improvements to customer personalisation as well as new offerings to enhance your GrabOne experience.