Food retail uses internet to create delivery options

With the objective of broadening the scope of delivery and increase the average ticket, supermarket chains have established partnerships with the online platform Supermarket Now-initiative specializing in delivery of home shopping in the city of São Paulo. "We seek to understand how the network of supermarkets want customization and operation of the store. We intend to increase four times the radius of operation of the unit, "said CEO Marco Zolet platform. According to him, the platform is positioned as "an arm of online sales" of food retail. For Zolet, partnerships are important in the process of customer loyalty in order that the card is "safe" in the platform. With this, the expectation is that within 12 months, online sales have participation of 4% to 5% in total volume sold by the retailer. Zorlet explains that the partnership works through integration between the ERP systems of business and that, therefore, the startup has access to inventory information to make the management of products sold. This customization process takes between two and two and a half months to be finished. With regard to the Billing Manager has not disclosed numbers, said only that the monthly revenue already exceeded R $1 million. " He says that the partnerships are also an opportunity for the platform to expand your area of work in boroughs of the metropolitan region of São Paulo. One of the retailers which started partnership with the platform was the St. Marche – controlled by venture capital fund L Catterton. "We're doing a pilot test in four stores and now will begin the phase of expansion to other units," said the Director of marketing for St. Marche, Rogério Bruxellas.De accordingly, the traditional system of delivery contemplated network only five stores of the 17 active units in São Paulo. From the initiative, the Executive says it is expected that all operations contains delivery services until the end of the year. The delivery capacity expansion will understand also for other brands controlled by L Catterton, as for example the Eataly supermarket and Santa Maria Emporium. " In force for three months, we tripled the number of deliveries, "said Brussels, which didn't say values besides the Executive highlights the importance of investments in the application of the network" so that the customer can shop "by the platform. The new functionality should enter into force in the next six months. Currently, the system provides only information about product promotions. Sharing a similar position to the President of the Supermarket Now, the marketing director of retailer Madrid Supermarkets, Victor Paul, sees the partnership as an opportunity to reach a larger radius of action, getting to meet other classes also social. Today, the business has customers, mostly, of classes A and B. "In four months, the online sales initiative represent 1% of the total sold. We hope, in the medium to long term, that this percentage is up to 4%, "argued Paul. He says he currently also has a delivery system up to a radius of 1 km through a third-party company, which will continue to run in parallel. The network has two operating units, located in paradise and another in Higienópolis. Focused on customers of classes A to D, the retailer Calls Supermarkets operates in the East zone of São Paulo and also started a partnership with the platform for three months. "The deliveryestá system working in four of our units. We anticipate an increase in the average ticket around 7%, "said the marketing manager of the business. According to him, are held up to 200 deliveries per day and "it is too early to measure the change". Last month, the network turned around £ $50 million.