SuperValu Website
We're pleased to feature the project we completed for our esteemed client, SuperValu. The website is a testament to SuperValu's commitment to offering quality and value to its customers.
- Client | SuperValu
- Industry | Retail
- Technology | Onyx CMS
- Deliverables | Frontend and Backend Coding
- Realisation Date | 2014 - 2025
-
Attracting over
30k
visitors on a daily basis
-
Catering to customers in
223
stores across the nation
-
More than
6k
live pages
Challenges and Objectives
Our team was tasked with developing a comprehensive website for SuperValu - a revered Irish retailer.
SuperValu sought to encapsulate its broad brand values while addressing the needs of a diverse customer base by offering a comprehensive online presence. Our primary challenges included:
- Seamless Experience Across Multiple Services: Creating a digital ecosystem that supports a unified shopping experience, loyalty programs, easy access to stores, and additional internal services like careers and insurance.
- Balancing Content and Features: Present over 6,000 pages in a way that maintains a clean, user-friendly interface without overwhelming users.
- Integrating Complex Systems in Real-Time: Seamless integration of third-party solutions such as loyalty systems, store locator, and job portal, all while ensuring smooth navigation and a unified customer experience.
Our Approach
Our developmental approach was bolstered by the use of our open-source Onyx CMS. Leveraging this robust content management system, we were able to foster a collaborative environment where multiple teams could work simultaneously.
In 2022, SuperValu enhanced its customer engagement by introducing the innovative “Scan to Win” loyalty program, offering new opportunities for customers to benefit from their purchases.
In an effort to diversify service portfolio SuperValu took a leap into the insurance services.
Third-party System Integrations
Various third-party systems were integrated into the website effortlessly, which included:
- Musgrave’s loyalty APIs (for Real Rewards).
- Cloud Identity Provider, ensuring a secure user-data management system.
- External systems for real-time job listings in the Careers sector to attract prospective SuperValu employees.
The flexibility of the Onyx CMS was instrumental in making these external integrations seamless.
Loyalty Program
Our team integrated SuperValu’s Real Rewards program into the website. This involved:
- API integration with Musgrave’s loyalty provider.
- Real-time display of vouchers and coupons, personalized shopping history, and loyalty point balances.
- Loyalty points could be redeemed for a variety of engaging rewards such as discounted cinema tickets, cookware, and exclusive member-only deals.
By tightly integrating the loyalty system, we ensured customers could shop smarter and more benefits-driven, reinforcing loyalty and repeat business.
Unified Login System
A custom OpenID Connect Provider was developed, allowing users to navigate smoothly between SuperValu’s main site and its shopping platform without multiple logins. This single sign-on (SSO) system:
- Reduced friction in the user journey, especially for frequent shoppers.
- Enhanced security by relying on a unified, cloud-based identity management system.
Store Locator Integration
As part of the user-experience focus, the website includes a Google Maps-based store locator for users to easily find their nearest SuperValu store. This feature covers all 223 stores across Ireland, filtering stores by county, services offered, such as gluten-free products or sustainable options.
Recipes Section
The website offers a rich and informative Recipes section, providing an array of recipes that cater to a wide palette of dishes for different occasions.
It became a standout feature, enabling customers to explore an extensive database of dishes.
A distinguishing feature here is the inclusion of recipes from famous chefs, which the users can easily access. Every recipe is packaged with a visually appealing images and a well-structured, easy-to-follow narrative, enriching the user's overall cooking experience.
As part of the user-focused approach, we integrated a direct link to the Shop Website within each recipe, which enables users to effortlessly purchase necessary ingredients immediately after choosing a recipe delivering a seamless end-to-end cooking journey.
Sustainability and Community Focus
SuperValu’s commitment to eco-friendly practices and community engagement is highlighted on dedicated sections.
To educate its customers about its eco-friendly practices, the website also features information about sustainability and food safety. Additionally, the website provides details about the brand's gluten-free products and its Coeliac Certificate.
The Careers section of this website is integrated with an external system to list local job offerings. This helps potential candidates to stay updated on current vacancies across stores countrywide.
True to the spirit of SuperValu, the website also has a Real People section. It chronicles the company's extensive contributions in local communities such as sponsoring the SuperValu TidyTowns since 1991 and the GAA All-Ireland Football Championship since 2010. The retailer's collaboration with Guaranteed Irish to champion Irish food and drink producers, also finds a mention.
Impact
The impact of the new website has been significant, delivering key business benefits and enhancing the overall customer experience.
Increased Engagement
The integration of personalized loyalty points, rewards, and direct recipe-to-shop functionality significantly increased user engagement on-site.
Enhanced User Experience
The deployment of the OpenID Connect and unified login allowed users to seamlessly move between SuperValu’s platforms, which reduced overall friction and login complaints.
Scalability
Using Onyx CMS allowed SuperValu and their internal teams to manage, grow, and optimize content, offerings, and services autonomously, ensuring that the platform scaled effortlessly with evolving market dynamics.
Boosted Local Roots
The emphasis on community-driven content such as highlighting Guaranteed Irish producers, shared national pride, and hyper-local news in the Real People section helped maintain a connection between SuperValu and its customer base, solidifying its image as a reliable local retailer.
Conclusion
The comprehensive redevelopment of the website ensured that SuperValu remained at the forefront of retail innovation, capable of delivering on its promise of quality, value, and community engagement.
By leveraging a well-optimized CMS, thoughtfully developing new features, and integrating essential third-party systems, the website has successfully transformed into a hub that spans retail, loyalty, insurance, job recruitment services, and recipe exploration. With over 30,000 daily visitors and a growing range of services, SuperValu remains poised for future growth and innovation, firmly grounded in its community-first ethos.
Next Step
Transform your digital presence with a powerful and scalable solution, just like we did for SuperValu. Seamlessly integrate third-party services to provide your customers with a superior and cohesive online experience.
Contact us today to discover how we can help elevate your brand with tailored web development solutions that meet your unique business needs.
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