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What retailers say
"Unstoppable"
by Achim Bachhausen

Home delivery of groceries is nothing new for some retailers who offer this service themselves. However, the pick-up service has enabled many stores to quickly switch to more flexible shopping options. Three retailers report on their experiences.

Sonja Lischka
Landsberg

We were very pleased that REWE quickly implemented the topic. Society is changing. There are no more housewives; careers and children are the norm. However, the days remain the same length and tasks still need to be completed. Our ordering and delivery services are also enabling an ageing society to look after themselves at home for longer. As a retailer, you have to adapt to these needs. We have two pick-up stations that display the product range via rewe.de. The website is great. The fact that you can simply reuse your regular shopping list for your next order is a huge relief for customers. It's also a lot of fun to be able to shop online. Shortly after the first lockdown, a group of volunteers formed in Landsberg to supply elderly people and corona patients. They were able to do this very well via our pick-up station. We released the slots at all times and managed to achieve a sales share of 7.5 per cent. We were able to cope well with people in quarantine or those who were sceptical about masks. For us, it was a fantastic test phase for a delivery service. If you look at other European countries, which are much further ahead than us in terms of digitalisation, I don't think the topic can be stopped. I think we will see a kind of hybrid shopping. People will have their bread, butter and eggs packed and then stroll through the experience supermarket in search of inspiration.

Stefan Lenk
Bochum

The centralised delivery service was a long way away for us at first, but I spent a lot of time looking into it as part of my work on the Supervisory Board. It was the right decision to initiate the development centrally and then share the findings within the Group. We've actually had our own delivery service ever since I worked here as a student. Today, we offer the full range: our own delivery service, analogue and digital, plus pick-up stations. In this way, we offer customers the best service to simplify their shopping. I assume that in the next ten years, the wheat will be separated from the chaff in the competition between delivery services and that competitors with venture capital will disappear from the market if profitability is not achieved. Then there will be room for our concept with Omnichanel to generate more revenue.

Gerhard Krumbach
Augustdorf

We have been offering our customers a delivery service since we opened, i.e. for 25 years. This is used by private individuals, but also by groups such as kindergartens, schools and clubs, especially for parties and celebrations, because in addition to food, we also offer the option of hiring party equipment. Travelling distances are longer here in the countryside than in the city. Order picking is time-consuming. It is therefore a challenge to operate the service profitably. But if you look at it from the point of view of customer loyalty, the delivery and collection service has been a great success and has brought us additional sales, especially in times of coronavirus. I think service is not valued enough in this country and the willingness to pay for it is not particularly strong. But it will probably be a while before groceries arrive by drone.

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