The Brief
Marketplace Fresh is one of Victoria’s most recognised fresh food retailers, known for quality produce, exceptional variety and strong relationships with growers, suppliers and local communities.
With 16 locations across Victoria and growing demand for convenient online shopping, Marketplace Fresh needed a digital platform that could bring its distinctive in-store experience online without losing the colour, freshness and personality customers already know and trust.
Bright Labs partnered with Marketplace Fresh to design and build a bespoke eCommerce platform that makes it easier for customers to browse fresh produce, shop for groceries, discover recipes, find their nearest store and reorder favourites. Behind the scenes, the platform gives the Marketplace Fresh team greater control over products, orders, promotions, content and fulfilment across its store network.
The Process
Our process began by understanding how customers shop with Marketplace Fresh, both online and in-store. With multiple locations and a broad range spanning fresh produce, pantry staples, bakery, dairy, beverages and specialty items, the website needed to do more than simply sell groceries.
We mapped the core journeys around product discovery, online ordering, repeat purchasing and store discovery. The navigation was shaped around familiar shopping behaviours, making it easy to move between categories, special offers, recipes, store information and the cart without unnecessary complexity.
The visual experience draws on the colour, abundance and energy of fresh food. Generous product imagery, clean layouts and familiar eCommerce patterns bring the Marketplace Fresh brand to life online while keeping the shopping experience intuitive across desktop and mobile.
Every part of the experience was designed to reduce friction, build appetite and make fresh food easier to shop online.
The eCommerce experience reflects the realities of grocery shopping, where customers may purchase products by unit, weight or approximate quantity. Product and category pages make pricing, product information and purchasing options easy to understand, helping customers make decisions quickly and keep their shop moving.
Beyond the transaction, the platform creates more opportunities for Marketplace Fresh to inspire and engage its customers. Recipes, seasonal content, special offers and store information extend the experience beyond online shopping, connecting customers with fresh produce, meal inspiration and their local store in one place.
More than an online shop, built around the needs of repeat customers.
The platform was designed to support the way people actually shop for groceries. Logged-in customers have access to account tools that make regular shopping faster and more convenient, including order history, saved favourites and easy reordering.
For customers who return to the same staples week after week, these features remove repetitive steps and make it easier to complete a regular shop with less effort.
Key features
- Member account area for logged-in customers
- Order history for reviewing previous purchases
- Saved favourites for frequently purchased products
- Reordering tools to speed up repeat grocery shops
- A faster, more convenient experience for returning customers
Greater control behind the scenes, across products, orders and fulfilment.
Behind the customer experience is a bespoke eCommerce system built around the way Marketplace Fresh operates. The platform gives the team greater control over products, orders, promotions, content and store-based fulfilment across 16 locations.
Rather than adapting the business to fit an off-the-shelf eCommerce model, the platform was shaped around Marketplace Fresh’s operational requirements. POS integration, stock availability, staff access and pick-and-pack workflows work together to connect the digital shopping experience with the realities of fulfilment across a multi-store retail network.
Key features
- Bespoke eCommerce system tailored to Marketplace Fresh's requirements
- Point of Sale and ERP integration connecting store and online operations
- Product management portal for products, categories and pricing
- Pick-and-pack workflows supporting store-based fulfilment
- Stock levels and product availability across 16 locations
- Staff permissions for managing access across internal teams
- Targeted coupon functionality for offers and promotions
- CMS integration for managing content, recipes and website updates
The Impact
The result is a bespoke eCommerce platform that brings the Marketplace Fresh experience online while supporting the operational complexity behind the business.
For customers, the website makes it easier to browse fresh produce, discover recipes, shop online, find their nearest store and return to favourite products with less effort. The experience feels distinctly Marketplace Fresh while making everyday grocery shopping simpler and more convenient.
For Marketplace Fresh, the platform provides a stronger digital foundation for managing products, orders, promotions, content and store-based fulfilment across 16 locations. It connects the customer experience with the systems and workflows behind it, giving the team greater control today and a platform that can evolve with the business over time.
