Foodland is Hawaii's largest locally owned and operated grocery retailer. Established in 1948, Foodland started as a family-run, community-focused company that put its customers first. Today Foodland has over 30 stores in the Hawaiian islands and more than 2,500 employees. Foodland continues to grow and expand its store offerings with local produce and new initiatives. To help promote these new products and initiatives, Foodland needed a redesigned and restructured website, one that would not only showcase and highlight their new promotions and specials, but would also more actively engage with their loyal customers and growing tourist community.
ISL rebuilt the Foodland website in Drupal, greatly enhancing its functionality with a blog, a robust store finder, videos and a complex recipe database to highlight the varied food offerings in this multi-cultural state. ISL also integrated the site with several other Foodland systems including their open jobs and store applications which update the site regularly using web services. These integrations were seamlessly woven into the Drupal back-end admin interface allowing the content to be updated regularly and modified by administrators as needed.
A primary goal of the new website was to allow customers to register and have the option to connect their frequent shopper loyalty card (Maika`i Card) to their website account. Using web services, ISL integrated the Drupal registration and account with Foodland’s Maika`i system allowing users to register their Maika`i Card, update their information, and have instant access to their current point balance and most recent reward information. Customer data is also synced both ways which greatly simplifies the administrative needs of Foodland staff.
In addition to the Maika`i Card information, other enhanced user engagement features include an expanded personal account section allowing users to save their favorite recipes, blogs, and videos, track their posted comments, and select a preferred store location which provides them with instant access to the Weekly Ad for their local store.
Since launch in July 2010, user engagement with the website measured in terms of page views, time on site and registrations has jumped enormously. Foodland is an excellent example of bringing a retail-focused functionality and experiences directly into a website.
