Will content help Publix and Whole Foods cook up online engagement?
Publix and Whole Foods Market are looking to connect online with customers by offering content that results in more enjoyable meals.
Publix is getting set to debut online cooking classes while Whole Foods has rolled out a dietary catalog on its site to help consumers sort products by their dietary needs.
At Publix, the first Aprons Cooking School class premieres Jan. 12 on YouTube and will be led by two Publix Aprons Cooking School chefs. The first episode details how to prep, cook and assemble three meals using an oven-roasted chicken.
During the class, participating viewers can submit comments and questions to chefs in a live chat. Publix made the recipes and a shopping list available ahead of time. Future classes will be held the second Saturday of each month. Each online class is free.
The online classes build on Publix’s “Aprons Simple Meal” recipes featured online as well as Apron Staff classes featured in store. Prices for the in–store classes, which include meal tastings, range from $45 to $65 each.
Whole Foods and some other grocers, as well as sellers of kitchen appliances such as Williams-Sonoma, Sur La table and Macy’s, have offered in-store cooking classes, but Publix appears to be ahead of the curve by offering classes online.
Whole Foods debuted a new digital catalog at the start of the year providing a quick way for consumers to access product ingredient lists and nutritional information. Shoppers can filter their searches by product category, dietary preference, what‘s on sale and Amazon Prime member deals. Search results display a photo of the product, its nutrition fact panel and ingredients list, as well as diet and allergen tags in drop down menus.
“This new experience makes it easier than ever for those customers to find products that fit their needs from dietary preferences to lifestyle changes, and ultimately helps them achieve their wellness goals,” said Jason Buechel, EVP of technology and chief information officer for Whole Foods, in a statement.
- Aprons Recipes – Publix
- Aprons Cooking School to Offer Online Classes – Publix
- Watch Publix Aprons Cooking School Online – Publix
- Whole Foods Market Launches Online Product Experience Tailored to Dietary Preferences – Whole Foods Markets
DISCUSSION QUESTIONS: Which do you see resonating most with consumers: Publix’s online cooking classes or Whole Foods’ digital product catalog? What type of online content will consumers expect from grocers in the years ahead?