Healthy Food Catalogue
Healthyfood™ is a range of foods that help prevent chronic diseases of lifestyle which aims to remove price as a barrier to healthy eating. Discovery Vitality members save up to 25 percent on over 6000 Healthyfood items at Pick 'n Pay. Marking these items as being Healthyfood items proved logistically impossible due to the sheer volume and variety of brands and products that form part of the Healthyfood offering.
Prezence were briefed to develop a digital equivalent to the Discovery Vitality Healthyfood™ printed catalogue. Because the catalogue has over 6000 products it was not practical to stick to a printed format and Discovery wanted a solution that was always and easily accessible and always up to date with latest products.
Prezence delivered this mobile version of the catalogue (as well as an online version) so that users could access the catalogue from their mobile phones in store. The mobile (and online) catalogue content is managed via a centralised customised Content Management System. The digital version of the catalogue features the ability to create downloadable and printable shopping lists that users can also save to the mobile version of the site and tick off the products as they shop in-store.
The digital catalogue is categorised for easy browsing and features comprehensive search functionality so users can easily locate specific products they are interested in. The mobi site is extremely easy to navigate and the user has the ability to turn images on or off and also to send a WAP push link SMS to a friend, which is an effective form of viral marketing for the brand.
The digital catalogue proved not only to be an extremely convenient tool for existing Discovery members but also a leads/acquisition opportunity.
The initiative has caused a serious buzz and generated a lot of interest. Users continue to use the digital catalogue on a daily basis and it has been integrated into another Prezence-developed Discovery initiative called Healthyfood, Healthy You.
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