ONLINE SERVICE TO EARN CUSTOMERS TRUST

Foodstuffs is getting ready for the launch of its online service, which is due to happen within months, with trials commencing in more regions from October. Meanwhile, an evaluation process with potential suppliers has already been run, and the company is currently working on its online platform.

“It is clear that there is a large appetite for this service,” Chris Quin, CEO of Foodstuffs North Island, told SupermarketNews. “Food is a paramount aspect of all our lives, so it’s crucial for us to get this service right from the beginning and earn our customers trust.”

Over the past two years, the company has been trialling a click-and-collect service at two of its stores, namely New World Thorndon and New World Levin, gathering a wealth of knowledge about how customers like to shop in this space.
Apparently, there are many reasons to be optimistic. Recent surveys have shown that 75 percent of Kiwis buy something online at least once a month, and about 85 percent of them use their smartphones hundreds of times a day to stay connected with the world.

“Current learnings from our trials indicated that popularity is about 60 percent for home delivery and 40 percent for click-and-collect,” said Quin. “We think this trend will balance out and that customers will commence genuine omnichannel shopping, meaning that they might click-and-collect to receive their core grocery items, but still choose to pick their fresh fruit and vegetables in-store.”
In this context, Quin emphasised, a delivery service will also help build customer trust in Foodstuffs quality and range.
“Our plan is to keep placing stores where our customers need them, and online will enable us to get more out of each store.”

Foodstuffs North Island is leading the project, allowing companies to trial the new service before it is rolled out throughout New Zealand. “Thanks to our national product information management project, One Data, we now have an accurate representation of each of our stores offering to its customers, which means our online service effectively puts each individual store online rather than simply providing a generic national offering.”