When first starting up, MatHem had a vision: to become "the Google for food". They had worked for years, developing an advanced technological solution for a complex search function. However, the current solution had trouble attracting visitors. That's when they turned to Antrop.
Challenge and solution
The first step towards todays award winning service was to define a strategy for developing the digital presence in stages, followed by hands on work on the design and functionality of the website.
Screenshot from MatHem´s new site (Swedish).
Following the redesign of the website, MatHem's iPhone application was developed, allowing customers to search for recipes and do their grocery shopping via iPhone. Among many groundbreaking features, the ability to scan products through a bar code reader was well received by shoppers.
Screenshots from Mathem´s iphone app
The site has received positive feedback since its launch late 2009, and was appointed Sweden's sixth best site in 2010, receiving a rating of 9 out of 10. Below are a few quotes from the review:
"It is a joy to shop at MatHem.se - it's both nice and surprisingly quick and smooth. The site is well made and really feels thought through. One approach that we really like is the various options for payment. There are three different ways to fill the basket. The uninspired can use the recipe bank that automatically calculates what and how much the visitor needs to buy. "
"The site looks nice and is easy to navigate. There are of course pictures of the products and we always see what items we put in our basket. Just as it should be. In short, MatHem has everything we can wish for in a grocery store, including inspiration for both shoppers and other customers! "
Effects
The new site and the app gave a number of positive effects for MatHem and they have taken a large market share.
The digital strategy has so far resulted in:
- Increased sales by over 10 times
- Customer base increase from a few hundred to well over 10,000
- Increased staff from 5 to 70
- Awarded as Sweden's best online grocery store in 2010
- Awarded Swedish 6:th best site 2010
- Nominated to e-retailer of the year 2011
Visit Mathem.se (Swedish only)
Download the app from Itunes (Swedish only)
The site was developed by Antrop and Dolhem Design and iPhone applications by Antrop and Monte Rosa.
