Heinen’s goes live with Instacart-powered e-commerce site

Upscale grocer Heinen’s Fine Foods has launched a new online grocery website developed and powered by Instacart Enterprise.

The companies said Wednesday that the white-label site, branded under the Heinen’s banner, brings new customer features plus access to end-to-end pickup and delivery services from all of the Cleveland-based chain’s 23 stores in Ohio and Illinois.

At the relaunched Heinens.com, customers can build shopping lists, browse digital circulars and coupons, and view recipes. San Francisco-based Instacart said its engineering team also collaborated with Heinen’s on a customized integration that gives shoppers online access to the grocer’s loyalty club program and benefits.

New features on the relaunched Heinens.com include the ability to build shopping lists, browse digital circulars and coupons, view recipes and access loyalty program benefits.

“Heinen’s has always been committed to providing an outstanding customer experience. We are dedicated to ensuring we continue to serve our customers in the way that is best for them and in an ever-changing industry, we know that comprehensive e-commerce is more important than ever,” Heinen’s Co-CEO Jeff Heinen said in a statement. “We’re pleased to deepen our partnership with Instacart to bring our stores to life online in an improved way through Instacart Enterprise. From loyalty integration to pickup and delivery, we’re providing customers with a digital solution that fits all of their shopping needs, whether they choose to get their groceries online or in-store.”

Related:Heinen’s partners with Afresh to reduce food waste

The new site also is designed to give more ubiquitous online access to Heinen's customers. (Image courtesy of Instacart)

Instacart noted that the revamped website offers Heinen’s customers a more seamless omnichannel experience, since they can access online functions and content while shopping in stores or on the go via a mobile device as well as from home via a desktop computer. Another new feature: For the first time, customers now can sign up for an Instacart Express membership by clicking on a button directly on the Heinen’s website. Heinen’s first launched same-day delivery via Instacart in September 2017.

“Our goal is to lift brick-and-mortar retailers and connect them to their customers online. We’re proud of our new enterprise partnership with Heinen’s and the online customer experience we’ve brought to life to complement their existing retail footprint,” commented Andrew Nodes, vice president of retail at Instacart. “Instacart Enterprise gives partners the technology and tools needed to power their entire customer e-commerce and fulfillment experience, and we’re excited to help Heinen’s continue to grow and serve their customers online.”

Related:Heinen’s gets deeper insight into store operations

Instacart Enterprise provides turnkey, white-label e-commerce platforms for more than 175 retailers across North America, including Wegmans Food Markets, The Fresh Market, Food Lion and Costco Canada, among others, Instacart said.