Most parties in food e-commerce struggle with the offer of fresh products and the perception of quality & freshness. As the name suggests, Freshippo has a strong focus on fresh products. The fresher, the better. When you visit their stores you can experience the products' freshness, they want to trigger all senses. Cooks are preparing food live in-store. The stores include a huge aquarium with all kinds of seafood. But, they go further, they go as far as suggesting that many products, whether it's seafood or veggies, are so fresh that they are still alive at the moment you buy them. Whether customers want to cook themselves with the best ingredients or have a chef prepare something — Hippo Fresh has all they need.

Chinese shoppers are extremely focused on fresh products because of the importance of good food in their culture, but also because of numerous scandals around the quality and freshness of products in China. By scanning a product with your phone in a Freshippo store a customer can find very detailed information of the product, such as; product origin, producer, arrival date in-store, and safety certificates. For meat, it even includes the life cycle of the animal such as date of birth, date of slaughter and date of transport.

Also, to strengthen the mix between off- and online, you can experience the popularity of their delivery service in-store. Groceries are picked in bags in the stores and transported across the rails on the ceilings of the stores. So you will see orders in bags passing the rails on the ceiling while shopping which adds to a very modern & dynamic vibe — that attracts a lot of customers that come to experience it.

In 2019, BrandLoyalty partnered up with Freshippo and introduced digital collecting into its app. By offering a game-like progression and a mini-loyalty programme, Hema has encouraged its shoppers to discover all it has to offer.