How Does Juice Press Win Customers’ Hearts In the Time of Coronavirus?

NYC-based Juice Press, known for its wide selection of juices, is officially my favorite juice brand now. In my previous blog, I wrote about the potentials of the UX Design on their website and mobile app and gave out some advice. I twitted my blog and tagged Juice Press. Surprisingly, I got an instant response which gives me a sense of satisfaction of being heard.

I’ve been keeping an eye on Juice Press afterward. Juice Press continues growing and definitely won my head and heart during the time of COVID-19 pandemic. They calmly took several actions to cope with this situation, all are effective and authentic.

Create Immunity Boosters

Juice Press added new fresh organic produce items and pantry essentials to their menu. Their goal is to help customers’ immune system stay strong. On Juice Press’s social media, they also explain the ingredients of their new star products “immunity boosters”.

Expand delivery to organic groceries

“The process and the groceries were absolutely wonderful. I included my neighbor in the purchase and we are both very grateful to have some fresh veggies and healthy food delivered right to our door. These days I don’t even want to go to the supermarket and I feel like it’s more important than ever to be eating healthy so thank you and JP!”

— JEN W. MANHATTAN

Not only does JP deliver Juice Cleanses, but it also expands the offerings to fresh organic groceries including vegetables, plant milk, soups, and snacks. They also reduced delivery fees in most zones due to the requests from a lot of customers.

Support local communities nationwide

Juice Press became a part of FounderGive — an initiative that brings together the food and beverage community to support the healthcare workers on the frontlines of the COVID-19 pandemic. Juice Press partnership with FounderGive to ensure their donations can get to hospitals safely and in the most efficient manner.

Conclusions

Coronavirus didn’t harm Juice Press’s business, instead it sparks its sales. JuicePress took this opportunity to expand its offerings and even slightly changed its brand image from JUICE brand to plant-based WELLNESS brand. This change makes 100% sense to customers because of the new organic grocery delivery service.

This is just a start of the expansion. We will probably see the new offerings in physical stores when they are reopened. It’s highly likely that Juice Press will enter the organic market industry later on. The reputation is built up, why not? It is really a smart move for Juice Press and it will benefit from this decision in the long term.

Besides those changes on JP’s offerings, I noticed that Juice Press also became more active on social media. After the physical stores were requested to be closed, Juice Press posted three times more than previous months. They update the new in-app and website features on Instagram more frequently. They also increase the interaction on both Instagram and Twitter, being tagged by their help for the community and delivery service and replying to customers’ suggestions related to the coronavirus.

These efforts they made fit right in their tagline “the most trusted brand”. I’m impressed by JP’s killer strategies as a marketer and become loyal to the brand as a customer.