Delhaize (really) ready for e-commerce - Companies

Delhaize (really) ready for e-commerce – Companies

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Building on its experience during the covid crisis and noting the increase in demand, the brand continues to bet on e-commerce. By setting up a new center in the Liège region, it can now serve 97% of the Belgian population.

Delhaize is betting, unsurprisingly, on e-commerce. The lion distributor will also very soon be able to deliver their shopping to some 97% of households in Belgium, compared to around 88% so far. What changes? “In the second half of March, we are opening a new hub in the Liège region, in Wanze, explains Karima Ghozzi, spokesperson for the brand. But we are also increasing our capacities, in particular by optimizing the flow of vans.”

Delhaize is betting, unsurprisingly, on e-commerce. The lion distributor will also very soon be able to deliver their shopping to some 97% of households in Belgium, compared to around 88% so far. What changes? “In the second half of March, we are opening a new hub in the Liège region, in Wanze, explains Karima Ghozzi, spokesperson for the brand. But we are also increasing our capacities, in particular by optimizing the flow of vans.” Until now, for its home deliveries and in-store collection, Delhaize worked from a distribution center in Puurs, coupled with two hubs, in Drogenbos and Ghent, serving as starting points for the “last kilometres”. . Thanks to the opening of this third hub, the brand will, on paper, be able to serve 450,000 additional households. The distributor therefore considers itself to be the first in Belgium in terms of delivery coverage. A position that he intends to make known through a big advertising campaign that has just started. The objective is also to attract more consumers (customers and non-customers) to this service, which has been available at Delhaize for years in different forms (Caddie Home or Wineworld). At present, e-commerce remains a very limited and unprofitable activity for this distributor, of which he reveals absolutely no figures. “It is above all a service for our customers who often combine in-store and online purchases”, we explain at Delhaize. Because lately, the situation has really changed: the covid crisis has pushed consumers to discover, despite themselves, e-commerce, especially of food products. “In the midst of the crisis, we experienced peak increases in orders of around 70 to 80%, with a return to 50% from one year to the next”, specifies Karima Ghozzi. Delhaize therefore does not want to miss the trend, which is also confirmed by a constant increase in the average basket. This is a good time for Delhaize to position itself in the niche, especially since the competition is real and multifaceted. It does not only come from other traditional distributors. Meal box initiatives like Hello Fresh and eFarmz, or express deliveries like Gorillas are also carving out cruppers for them in this segment.

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