With these features and direct mail campaigns, FreshDirect has increased customer loyalty and reduced its churn rate (the number of over $120, and who contribute 80% of FreshDirect revenues. Word among investors is that FreshDirect is planning an IPO in 2011, causing many to roll their eyes as they remember the history of Webvan in early part of the decade. Is this time different? The technology has changed drastically, there's more bandwidth customers who leave the service. Currently, to explore food products online, and the culture 65% of its total customer base of around has shifted to using smartphones as mobile shop- 150,000 active customers are repeat, loyal ping devices.