For this assignment I chose to analyze the difference between two natural grocery stores, the growing chain Sprouts and the single location grocer Cream of the Crop. My initial observation in differentiating the two is how clearly each website is looking to serve a similar goal in different ways. Both websites crossover in that they are intended to educate stores provide a sense of community. Sprouts features several different blog sections. One blog is all recipes using the products they offer, giving a more interactive appeal to the viewer. They also offer a page featuring articles and resources. This page covers a variety of topics from health tips to product comparisons. Additionally, the Sprouts website has a section covering savings: their current promotions, coupons, and a downloadable link to their app. Across the board, you can tell that the Sprouts team goal is to provide customers with a more immersive online experience, pushing to go beyond an online store and create the feeling that in choosing their company you not only are you shopping but joining a community as well.
Cream of the Crops website provides a sense of community as well, but in a much different way. Where Sprouts offers users an online community, Cream of the Crop uses simple messaging to convey that in being their customer you are joining the local North County community. Of their very few page options, the one that first stands out to me is their 'Local Products' tab. Here, users will read about the products served by local manufacturer's (of which there are many!) They also have a section discussing their local catering items, an offering big chains could theoretically offer but without the care and personalization of a small business like Cream of the Crop. This focus on going beyond online shopping that each stores website share is what I would consider psychographic. These stores both look to appeal to the customer that is not simply looking to get in and out of the shop. They know that in serving a health conscious base, their clients most likely enjoy companies that go the extra mile.
The most obvious difference between the two sites is that Cream of the Crop is distinctly not an online store. Unlike Sprouts, they do not feature lists of their entire product line and they do not have online shopping or delivery. I don't feel this is because Cream of the Crop, a 25 year business, lacks the resources to set up a delivery program or create a more in depth website. I believe that as a single location local establishment, they prefer to keep their customers experience intimate. From their limited graphics, to the lack of social media links, this website conveys the message that they prefer their clientele come in person and see what they have to offer for themselves. As a patron of Cream of the Crop, I know firsthand that their staff are different than what you will find in a megastore like Sprouts. The man behind the Deli counter will take his time, maybe chat about the waves with you while he prepares your hand carved turkey sandwich. If you as a team member for a cheese recommendation, they will go through each of their carefully curated options making sure you get just what you want. Rather than having an online recipe page, the clerk may tell you their favorite way to prepare your purchases upon checkout. They have hand written signs, yogurt brands you've never heard of, and a random counter featuring incense, natural perfumes and knick-knacks. I feel they keep their website simple intentionally, as a way to hook customers interest but to inspire them to walk in the door themselves.
The Sprouts website is reversely extremely interactive. Upon visiting the homepage you are flooded with graphics leading you to different features of the site. Theres a square featuring their seasonal produce, one linking their current sales, delivery and pickup, plus two showcasing their social media and phone app. The start contrast in the websites interfaces is an obvious difference. The Sprouts website clearly wants to keep customers online, perhaps because they have expanded their pick up and delivery programs during the pandemic and know that the longer they keep users online the more likely they are to make an order. A more subtle difference between the stores is that on Cream of the Crops website, prices are rarely mentioned. Apart from their catering a juice/deli menus, there are no prices or sales listed for their grocery items. The Sprouts website on the other hand, not only lists the price of every product they carry in store but also is littered with coupons, sales, and weekly/monthly promotions on select products. This indicates that they are shooting to appeal to the health conscious customer that is looking to pay big box store prices. This makes sense, as the health food industry is notoriously expensive. Everywhere you look on the Sprouts website they are making it clear that they are the destination for wallet friendly natural food shopping.
The design of the websites are rather different as well. Sprouts has a variety of different fonts, colors, and graphics. This again draws the user in, giving them more to look at and thus keeping them on the website longer. The Cream of the Crop website uses minimalist font, selective wordage, and very few images. Of the few grocery items they list in their Shop Local section, none have descriptions or prices. Sprouts has all of their products organized in a way where users click a category, subcategory, and then when selecting a product are met with a popup that shows the product with a short description and add to cart feature. Their menus also have a filter feature which allows users to narrow down the selection offered to them. You can specify is you want to only see sale items (again a focus on savings), new items, items you've purchased before (insinuating you will be shopping on this website again), and more detailed sub filters such as 'gluten free' or 'vegan.' The websites crossover in their color choices, both using vibrant greens, oranges, colors that are vibrant and portray the underlying message of life and health.
In conclusion, both websites seek to attract health conscious customers. Sprouts is looking to find customers that are also looking for convince and savings, made clear by their online shopping feature as well as their upfront sales promotion. Cream of the Crop seeks customers that are interested in shopping small, and prioritize an intimate personal shopping experience as opposed to fast easy service.
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