FreshDirect Questions

Question 1

Why do you want to work for FreshDirect and why do you want to work as an Associate Category Manager?

Answer 1

I think FreshDirect is in one of the most exciting positions in both the grocery and alcoholic beverage industry. FreshDirect is a company that has pioneered the online grocery business in the United States and their exclusively online footprint and data-driven business analytics and insights will allow it to take advantage of sustained growth in the online channel and to strengthen their relationships with new and existing customers.

There are a lot of very talented and experienced people on the merchandising team and I think I can not only learn a lot from them but make a significant contribution in the next several years based on my finance and wine background but passion for the industry.

Question 2

Why should we hire you?

Answer 2

I think I can make an immediate and effective contribution to FreshDirect because of my previous experience as category manager for multiple suppliers. I know how to set up purchasing orders, manage inventory, negotiate pricing with suppliers, and construct and execute against sales and marketing plans with vendors. I’m obsessed about wine, spirits, and beer and have reviewed the website multiple times since our last conversation figuring out what products might delight and excite customers on the website in addition to marketing programs and cross-promotions.

I also spent the past several months learning SQL, Tableau, and e-commerce metrics and KPIs just so I could be able to more easily interface with the Data Analytics team.

I work calmly and methodically under pressure and can collaborate and communicate effectively across multiple parties. 

Question 3

What’s different between us and our competitors?

Answer 3

• FreshDirect is online-only: no bricks-and-mortar storefront and related overhead
• Specializes sourcing and delivering high-quality produce and fresh items
• Controls supply chain: knows what’s in stock and what will be in stock

Question 4

What would change about our selection?

Answer 4

• Orange wine – two SKUS; one is out-of-stock
• Chillable reds
• Pet nat
• More Finger Lakes (non-Riesling) and Long Island wines
• More artisanal hard soda/seltzers – with actual fruit

Question 5

Where do you see this department in the next 5 years?

Answer 5

• I’d like to see FreshDirect’s wine, spirits, and beer department have the same brand recognition as Trader Joe’s and the sales velocity of Costco.
• I’d like to see a private label FreshDirect product mentioned as a Best Buy in Wine Spectator.

Question 6

Where do you see yourself in 5 years time?

Answer 6

• I’d like to see FreshDirect expand its reach along the Northeast Corridor and assist with implementation of wine/spirits/beer categories outside New York state.

Question 7

What merchandising campaigns would you implement?

Answer 7

• Suggested wine pairings for high end meat/seafood products

- Four for the 4th