Belgium grocery retailer, Delhaize Group, has relaunched its online food website, Delhaize Direct (www.delhaizedirect.be), following the success of Delhaize Wine World (www.delhaizewineworld.com).
The Delhaize Direct website allows shoppers to choose their products online and then to collect their purchases from their nearest store.
It is powered by solutions supplier, Compario, and incorporates e-merchandising capability.
Customers are presented with specific offers and promotions, as well as the products on display in their selected store, a feature which involves managing more than a hundred different options.
“In addition to the solution itself, Compario offered a team with genuine know-how in the field of e-commerce. Compario has an in-depth professional level of expertise, as well as a thorough understanding of our e-commerce challenges, which is exactly what we needed,” said Louis Martin, e-commerce director at Delhaize.
According to Compario, its solution provides Delhaize with an operational capability which improves the online shopping experience. It also gives commercial control to business end users, capitalising on the initial investments made in the current e-commerce platform.
“The objective was to make navigation quick, easy and efficient, to add a powerful search engine, and to have the option of pushing products and to manage e-merchandising in a dynamic manner,” said Thomas Valette, manager of Delhaize Direct.
“For us, the greatest asset is the capacity for our business and e-commerce teams to manage the tool independently, without requiring assistance from the IT department or external service providers,” added Martin.
“Delhaize has had the chance to roll out the very best e-merchandising practices on this new website, with rules that are sufficiently in-depth to allow customers to have a shopping experience similar to some of the best physical stores,” he said.
“Now it’s just a question of migrating iPhone and Android applications. Thanks to Compario’s cross-channel management console, with centralised promotion and e-merchandising management, we will have a complete cross-channel offering with options to order products online, via a mobile, or in-store.”
Delhaize Direct launched its mobile app in September 2011. According to the retailer, it was an immediate hit, with over 13,000 downloads in just three weeks. Mobile phones represent an additional entry point for Delhaize, offering practical functionality including the option to scan product labels in order, said the retailer.
Augustin Lombart, business analyst at Delhaize, said: “As business project manager, I very much enjoyed undertaking this project which has allowed Delhaize to take a large step forward in its e-commerce development. We have, without a doubt, one of the most attractive retailer sites in Belgium, and perhaps even Europe. I am sure others will follow our example when developing their own websites.”