Replacing the online grocery retailer’s former publication, Harvest, the new magazine has been renamed, Dig In.
Dig In will be distributed bi-monthly, six issues a year, to Aussie Farmers’ customer database of around 100,000 as part of their household deliveries.
Aussie Farmers CEO, Keith Louie, told Inside Retail Weekly the magazine celebrates Aussie Farmers’ “food philosophy”, with its content based on stories the online retailer believes will resonate with consumers, such as food provenance, recipes, and meal planning.
Dig In’s launch follows the release of Aussie Farmers’ new iPad app, AisleOne, which Aussie Farmers says is a world-first in the online grocery space. AisleOne displays Aussie Farmers’ product range in a virtual store, and also marks the retailer’s first entry into the digital marketing space.
“There are three goals with the app – make it as easy as possible for consumers; give consumers the opportunity to put some fun back into grocery shopping; and make it social,” Louie said.
Aussie Farmers is currently in talks with a number of businesses to white-label the AisleOne platform, opening the company up to new revenue channels outside of the online food delivery business. The company is also working to launch the app on Android and mobile.
This story first appeared in Inside Retail Weekly. To subscribe, click here.