cross banner experience & integration
case
Designed a seamless experience that let’s customers shop between sister stores like Albertsons, Vons and Pavilions
customer pain point
When shopping online, Albertsons companies customers are bound by their ZIP Code to a delivery store and may be different from their favorite local store or banner (Vons). Customers are redirected without context to a sister store (Pavilions), then prompted to log-in again and rebuild their cart. This can happens throughout the experience including checkout. Also, only one address could be saved per account, which made it difficult for users to get deliveries at a second address, that crosses between banners.
solution
Coordinated effort with all tracks of work to align end to end journey maps to include cross banner experiences. Back end services and databases were aligned, so data can be saved, stored and rehydrated at any Albertsons Companies stores. While delivery remained bound by ZIP Code, for pick-up orders customer could choose from the current banner or choose from sister stores within 25 miles radius. Checkout interactions were redesigned to enable cross banner experiences, add multiple delivery addresses to account, and transferred cart items minus catalog differences between sister stores.
website: www.safeway.com
