Erewhon is stepping up its app game to broaden customer appeal. While the high-end grocery chain is known for its boujee vibe and expensive products, its digital front wasn’t quite as luxurious…until now. Erewhon’s fresh new app is aiming to “make shipping easier and more seamless” and “continue to build brand loyalty,” with a digital platform that provides shoppers with curated product recommendations, pickup / delivery orders, and loyalty benefit tracking. Erewhon’s chief growth officer says they want customers to think “I like the customer experiences, I believe in the products, I’m loyal to the brand.” YPulse’s Luxury report data shows that almost a quarter of Gen Z and Millennials say they are interested in purchasing luxury food products, so Erewhon’s new app may turn the heads of these young consumers. (Fast Company)
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