Marx Grocer

View Seetha Sankaranarayan’s work for Marx Grocer, an ecomm startup in Sydney.

Marx Grocer

Marx Grocer came to Bondi Beach with a powerfully simple premise: we handpick the must-haves from local farmers markets, butcher shops, specialty stores, and big box suppliers, so you don't have to. Do the full weekly shop from your phone while commuting, or restock party provisions without leaving the house. Your groceries are delivered in 60 minutes or less, 365 days a year. 

Shortly after moving to Sydney, I quite literally walked into this startup one afternoon while grabbing dinner supplies. In the year that followed, I came to own all aspects of Marx Grocer's launch strategy, including market research, focus groups, user testing, media planning and buying, cross-channel content production, event production, and public relations. I also stuffed thousands of letterboxes by hand and ran an occasional cheese tasting at the shop. Bootstrapping, baby!

Marketing Strategist & Copywriter: Seetha Sankaranarayan
Designer: Kam Leung
Developer: Payam Izadi

 

Ecomm jOURNEY & cONTENT

The customer's first visit began with a popup tutorial pointing them toward the product category selector. Filterable product listing pages mirrored the aisle-by-aisle experience of a boutique supermarket with top sellers, seasonal offerings, and promo priced items displayed prominently above the fold, just as they'd be found in-store.

Customers could order as a guest or create an account to save their recent shopping lists and payment info, making one-click reordering a snap.

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marxgrocer_about.jpg
 

Brand TOV & social storytelling

Fueled by local farmers, halal and kosher meat vendors, and family-owned suppliers, Marx Grocer is an affordable luxury that customers can feel good about. We're unfussy, but dependable. Cheeky, but socially conscious. And always happy to share a cup of sugar with a neighbor.

 

Experiential marketing

We earned customers' trust by showing up where pain points in the weekly grocery shopping cycle naturally occurred. Think catered breakfasts for bleary eyed mums and dads at morning playgroups, guerilla marketing outside competitors' crowded parking lots, and geo-targeted direct mail in residential areas where the nearest supermarket was just beyond walking distance.

We also created the Marx Recipes platform: a Magento-integrated food blog that allowed users to browse recipes, then add the ingredients directly to their cart. Customers could submit their own recipes and share the stories behind them, enmeshing their families in the Marx Grocer community.

The shoppable Marx Recipes site

Rose Bay Street Fair