Behind the Adelaide’s Finest Supermarket’s New Website Launch
Driven by a passion for delivering exceptional customer experiences, Adelaide’s Finest Supermarket has long been renowned for offering one of the most immersive in-store grocery shopping experiences in Australia. However, despite being pioneers in e-commerce, the online presence had not kept pace with an evolving digital landscape. After 20 years of faithful service, the previous system was ready for a well-deserved upgrade.
Recognising this need, kwpx and the AFS Online team embarked on a collaborative journey to design and roll out a pilot program for the upgrade, developed in close partnership with a key group of valued e-commerce customers and the AFS customer service team.
The existing site faced challenges with visibility, search functionality, and a cumbersome checkout process, falling short of the cherished in-store experience.
Our goal was to create something uniquely Adelaide’s Finest: a robust redesign, rooted in a human experience.
Working closely with the AFS teams from Frewville and Pasadena Foodland, we undertook a months-long discovery and exploration phase, focused on informing the design of key aspects of the online shopping experience, prior to moving into the build phase.
We enhanced the platform’s infrastructure to improve performance, enriched product discovery, and elevated the entire online shopping journey.
- Enhanced Search and Navigation: We implemented advanced algorithms to improve content discoverability and streamline user navigation.
- Streamlined Checkout: The checkout process was simplified to reduce steps and enhance ease of use.
- Integrated Shopping Experience: We created a unified platform that allows customers to shop more intelligently and intuitively.
Leveraging two decades of customer insights, we ensured a smooth transition to a scalable platform that preserves beloved features while setting a foundation for future growth and adaptability.
A site feel that delivers a natural but pleasant blend – intentionally; of an online and in-store shopping experience. The flow featuring aisle-like shopping, a low-barrier checkout, continued access and support from the well loved AFS online team; whenever needed.
Together, we addressed many challenges with a strong commitment to customer-centric decision-making. We are super proud to set a new benchmark in the online grocery ecosystem, delivering a platform that reflects Adelaide’s Finest Supermarkets’ dedication to exceptional customer experiences not only today, but also establishing a clear standard for the future.
Every update is designed and built from a collaborative customer roadmap, driven by feedback, ensuring that every enhancement reflects your needs and elevates your shopping experience.
Explore the new AFS online experience; shop online today, to discover how we’re redefining grocery shopping.👇
