Client
Shookit Ltd.
Services
Co-Founder,
VP of Brand & Design
Year
2016-2021
When we co-founded Shookit in 2016, we envisioned more than just a grocery delivery service; we aimed to create a brand that resonated deeply with our customers’ lifestyles. The strategic rebrand and holistic marketing approach we implemented not only redefined our identity but also led to staggering results:
- Reduced customer acquisition costs by over 85%
- Increased average cart values by up to 180%
- Boosted B2B revenue to $1.5 million monthly, with profits peaking at a 15% margin
- Elevated B2C revenue to $1.1 million per month, achieving an unparalleled LTV:CAC ratio of 1:26.4
- Newsletter engagement rates outperformed industry standards by 40%
Our case study unfolds the narrative of Shookit’s innovative journey — from an online grocery to a lifestyle trendsetter, whose merchandise quickly became a fashion staple. Delve into our success story and the calculated strides that powered our brand’s evolution.
Strategic Evolution
Launching into the online grocery market in 2017, Shookit was faced with the challenge of distinguishing itself in a field of giants. Initially, we focused on a set of compelling differentiators that were indeed unique within the industry at the time, such as our 2-hour delivery window. These unique selling points were significant but potentially vulnerable to replication by larger, resource-rich competitors.
We’ve started with a broad Instagram campaign that emphasized the immediate benefits of our service—quick delivery, high-quality produce, and no delivery fees.
Learning and Understanding Our Customers
The Instagram campaign was enlightening, revealing that our core users were women aged 25-35. This demographic was determined through social media engagement analytics and reinforced by focus group feedback and questionnaires. The insights obtained led to a pivotal shift in our marketing strategy, transforming Shookit from a grocery service to a lifestyle brand.
A Distinctive Brand Image
We reinvented our brand identity – The traditional farmer’s market vibe gave way to an urban chic identity, magnetizing an Instagram-savvy demographic. A fashion-forward brand with a captivating mascot symbolized the new Shookit: high-quality, convenient, with a commitment to customer delight. The rebrand focused on portraying Shookit not just as a grocery delivery service but as an essential part of our customers’ lifestyle.
Interactive and Engaging Packaging
Our packaging was redesigned to double as a source of entertainment, with child-friendly stickers and games, enhancing the Shookit unboxing experience. We used every touchpoint to connect, including packaging that transformed into a playful, brand-centric activity.
Logistical Innovations
Operational changes were imperative. Shifting away from local greengrocers, which could be unreliable during peak times, we developed our logistics system. The introduction of nano-warehouses in neighborhoods ensured proximity and efficiency, transforming small real estate spaces into both storage solutions and passive marketing billboards through storefront QR codes.
Design-Driven Delivery Experience
The sleek electric bikes and tuk-tuks, distinct in their design, provided an unexpected visual flair that complemented our unique service offering. These weren’t just vehicles; they were moving billboards for our commitment to a modern, efficient customer experience.
It wasn’t long before customer demand turned them from standard uniforms into sought-after fashion items, leading us to offer them as part of our merchandise collection. Through these touchpoints, we cemented our identity as a brand that delivers not just groceries but a statement.
Culturally Resonant Marketing
We launched themed kits, like the “Vegetarian BBQ Kits” for Independence Day, which resonated with the community’s cultural practices. Our communications were carefully curated, from newsletters with exclusive content and recipes to thoughtful gifts, all delivered with exceptional design quality. Our social media presence was bolstered by collaborations with local artists, further establishing our urban, chic brand identity.
Establishing Authority in Fresh Produce
Shookit evolved to be more than just a retailer – we emerged as a trusted advisor for picking top-notch produce and navigating seasonal selections. Our email campaigns, complete with newsletters that offered curated content, recipes, and thoughtful gifts, were all beautifully designed and informative. Through engaging posts and interactive activities, Shookit became a go-to source for expertise in fresh produce.
Expanding Reach: B2B Services and Offline Marketing
Shookit broadened its horizons with the launch of B2B services, supplying offices with top-tier groceries and carving a niche in the commercial sector. This strategic diversification did more than just extend our reach; it fostered a synergy between B2B and B2C channels. By recognizing our direct consumers in their professional spaces, we rolled out a B2B2C model, offering employees the convenience of discounted groceries deliverable from their place of work. Complementing this service, our vibrant Fruit Truck became a mobile landmark for fresh, quality produce, while targeted billboard campaigns enhanced visibility, drawing a direct line from our brand to the consumer, whether at work or at home.
Brand Engagement and Personalization
Our branding’s appeal was evident as people not only appreciated the Fruit Truck but also began purchasing Shookit-branded merchandise. Customers became brand ambassadors, generating content by photographing their boxes and the delightful surprises within. This user-generated content further amplified our reach and solidified our brand’s place in the community.
Merchandising and Swag: A Lifestyle Brand Extension
Shookit’s rebranding journey extended into a vibrant line of merchandise and swag, becoming a tangible extension of our lifestyle brand. Our merch was not just an afterthought but a curated collection of products that customers were proud to own and use.
These products did more than generate additional revenue; they transformed our customers into brand ambassadors. Each piece of Shookit swag carried our identity into the world, building a community of users who weren’t just shopping for groceries but were part of a movement that celebrated smart, sustainable, and stylish living.
Results
The focus on strategic design and user experience paid off handsomely:
- Customer acquisition costs reduced by more than 85%.
- Average cart values increased by as much as 180%.
- B2B revenue soared to $1.5 million per month, with a contribution margin (CM) peaking at 15%.
- B2C efforts culminated in monthly revenues of $1.1 million, with an exceptional LTV:CAC ratio of 1:26.4 at its peak.
- Newsletters boasted open rates exceeding the industry average by 40%, turning them into a coveted touchpoint.
- The Shookit swag became not just merchandise but a fashion icon, sporting a sell-out rate within days of release.
Conclusion
Through these efforts, Shookit didn’t just sell groceries; we sold an experience, a part of the daily lives of our customers. Our strategic shift to a lifestyle brand, underpinned by community engagement and cultural resonance, elevated us from a simple choice to an essential companion in our customers’ lives.
