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06/04/2021

Online grocer Farmstead automates discount product recommendations

Dan Berthiaume
Senior Editor, Technology
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A San Francisco-based online grocer is nationally expanding a program called “Refill & Save” that it has been testing in the San Francisco Bay area.

Refill & Save promotes select products to Farmstead’s weekly customers, who have an “always-on” cart with options to refill various staples at a discounted price. According to the company, more than 70% of its Bay Area customers have been using Refill & Save during the pilot. Mutually selected products are tagged with the Refill and Save button and are surfaced as recommended items to customers. 

Additionally, these products are also promoted in other marketing channels, such as email newsletters. Farmstead generates detailed data reports to track sales, growth and retention. Currently, the company is accepting inquiries from local and national CPG suppliers that may want to participate in the program.

“Farmstead’s mission is to make same-day delivery of fresh groceries accessible and affordable to every online grocery shopper in the country,” said Pradeep Elankumaran, co-founder & CEO of Farmstead. “Refill & Save is a powerful way for both national and local CPG brands to promote their products to Farmstead’s customers nationally who enjoy prices that are the same or lower than traditional grocers and free same-day delivery.”

Launched in 2016 as a free online delivery service for fresh, locally sourced produce, Farmstead operates active hubs in the San Francisco Bay Area, Charlotte and Raleigh-Durham, N.C., Farmstead has announced upcoming openings in Nashville, Tenn., Miami, and Austin, Texas, and has plans to open in at least 12 more markets in 2021.