Founded in 2002 and employing more than 1,000 people, FreshDirect is one of the leading online grocers in the United States. With more than 600,000 customers in New York, New Jersey and Connecticut, the company has fulfilled 12 million orders since its inception.

Business need

To drive sales and nurture loyalty, FreshDirect wanted to make its marketing communications more relevant and engaging but first, it needed a better way to segment its customers.


FreshDirect implemented IBM® Watson Marketing Solutions, enabling it to identify customer preferences on the digital channel and perform accurate customer segmentation.


Today, FreshDirect reaches out with the optimal promotions for each customer, incentivizing incremental purchases and encouraging repeat business.

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