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Buy Whole Foods Online is a family run business and brainchild of cousins, Arthur Martin and Joe Cooper. In 2007, they launched their business out of a rented garden shed which they remodeled into a mini warehouse.

From these humble origins, the company has grown incredibly quickly, year on year, to become the leading seller of whole foods, health foods, and superfoods in the UK and the rest of Europe. Arthur, an industry veteran with over two decades of experience in whole foods, still oversees the supply and selection of all the fresh and organic produce they offer.

In 2015, Becky, the Marketing Director at the company, was exploring new channels of communication to bring customers back to their website. They ran a test involving push notifications.

Their first notification offered a 17% discount on one of their best-selling products- Ecover Non Bio Washing Powder. The notification was delivered to 736 subscribers of whom 49  clicked through and reached the product page, with an overwhelming majority of them completing the purchase.

So far, their most popular notification that sent subscribers into frenzy has been this tempting offer on Coconut Water.

The notification received a click rate of 15.2%. Out of the 97 people that reached the product page after clicking on the notification, 71 actually made a purchase. Not just that, this one notification helped them clock a 3-digit revenue. When people were on the website, apart from the coconut water which was on offer, they also browsed through other products – adding them to their cart, to qualify for free shipping.

 

 
 

RESULTS

15.2% click rate

Whenever a product was on discount or offer, pushing a notification about it, brought them back, raising user engagement.

73% purchase rate from users who engaged with the popup

Out of the 97 people that reached the product page after clicking on the notification, 71 actually made a purchase.

SOURCES

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Adding bundle offer in the mini cart

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