Blue Apron is taking strategic actions to strengthen its focus on specific areas of its business that it believes will accelerate its path to profitability. The company's plan includes sharpening its focus on its direct-to-consumer business by prioritizing customer segments with proven affinity and retention, as well as attracting consumers with similar attributes. Blue Apron will continue to launch brand partnerships and innovate products to enhance its core offering for the lifestyle preferences of this segment. The company will be reallocating resources and marketing spend to support the success of these new and upcoming strategic partnerships, while working to eliminate its investment in customers who are unprofitable to the business.
Reaching beyond the direct-to-consumer side, Blue Apron plans to expand the reach of its brand and products through targeted retail channels and on-demand platforms, such as its partnership with Jet.com for same-day or next-day delivery in the New York City area.
Layoffs are also included in Blue Apron's profitability plan, resulting in a reduction of approximately 4 percent of its total workforce. The company will continue to leverage automation technology in its fulfillment center network.
Related: Blue Apron Partners with Jet; Blue Apron Pilots On-Demand Delivery.
from Specialty Food News https://ift.tt/2PWjwj6
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