Dive Brief:

• Natural Grocers by Vitamin Cottage has launched a new, fully redesigned website that offers consumers a more personalized online experience, according to a company release. The website features product deals, healthy recipes, information on the company's sourcing standards and a nutrition center that includes tips and access to coaching services. 
• The new website's content management system allows the company to integrate new apps, giving the grocer the freedom to innovate and grow the website in the future. It will also be mobile and tablet friendly, feature enhanced layouts, faster page loads and easier navigation. 
• "We recognize today's consumers want to know the story behind the products they buy, and we have a powerful and unique story to tell," Kempner Isely, co-president of Natural Grocers, said in a statement. "The new and improved website showcases why we're different, telling the good4u Natural Grocers story through the eyes of family members, customers and vendors. The new website also describes the company's standards and purpose in an informative and entertaining format."

Dive Insight:

On the back of strong financial results and a new private label line, Natural Grocers’ new website adds a new growth engine for the specialty grocer.

According to the company, the goal of the new site is to be more transparent with consumers, tell a story and offer more of an experience. This gives customers a reason to engage with the grocer, while coupons and other special offers give shoppers that final push into stores.

As a specialty operator, Natural Grocers wants to establish itself as a leader in transparency and sourcing standards. According to Nielsen, 67% of consumers wanted to know everything that goes into the food they buy.  The number of Americans dieting also rose 36% in the past year, according to the 13th annual Food and Health survey.   

Beyond transparency and storytelling, Natural Grocers wants to drive sales by promoting its {N}power savings service. The loyalty program has been gaining stem lately, with 75,000 new members added between this year's first and second quarter. The program rewards shoppers points for their purchases and also sends personalized offers via email.

The new website along with other recently added services helps Natural Grocers to elevate its presence in the specialty grocer field as more retailers pack into the space. During the company's most recent earnings call, Natural Grocers co-president Kemper Isey said the retailer is focused on initiatives that help boost traffic and transaction size. He credits the company’s growth in traffic and sales to promotional efforts, especially from its new loyalty program. Soon after the company announced its positive earnings, it expanded its specialty alcohol section. Earlier this month, the grocer also revealed its line of private label products focused on low prices and organic ingredients.

Although the company’s push to create an experience through its website is innovative, it won't automatically draw in new shoppers. The grocer will have to do a significant amount of marketing and promotional work to push this new feature. It will also need to update its deals regularly and track results to make sure its online and offline efforts are working together effectively.