Robinsons Supermarket has teamed up with Indonesia’s HappyFresh in another effort to redefine the local grocery shopping experience in the country. The strategic partnership is the first for the online grocery company in the Philippines and is part of its goal to deepen its footprint in the market.
Consequently, consumers in Metro Manila can do their grocery even if they are at home simply by using HappyFresh’s mobile application and/or desktop site. This enables them to find and buy a wider variety of goods and services conveniently online.
“As one of the most populous and well-connected countries in Southeast Asia, the Philippines is an important country for HappyFresh in terms of market potential,” HappyFresh Philippines Managing Director Isabel Barrientos said.
“Based on our data analytics, eight in 10 of our customers are women. Between working full-time and looking after their family, there is little time left to be stuck in a traffic jam when they make a trip to a nearby supermarket. As such, HappyFresh wants to alleviate this struggle by delivering groceries right to their doorstep,” she added.
For its part, Robinsons Supermarket is confident that this collaboration will bring opportunity for the company to digitize its services and reach out to more customers who prefer to use digital platforms to buy necessities at their convenience. “By offering next-hour delivery to our customers, we are able to positively differentiate ourselves from our competitors,” said Robinsons Supermarket General Manager Jody Gadia.
“By offering next-hour delivery to our customers, we are able to positively differentiate ourselves from our customers. In short, HappyFresh compresses 2,000 square meters of store floor in as little as a 4-inch smartphone screen.”
Promoting healthy living
Gadia also added that the partnership with HappyFresh is aligned with the supermarket’s initiatives to promote healthy living through fresh and high-quality food products.
Founded in October 2014, HappyFresh commits to deliver grocery items that are purchased from local retailers online or through its app in an hour or less. It has operations in Indonesia, Thailand, Malaysia, Taiwan, and now the Philippines (initially in Metro Manila).
Main photo shows (from left) Robinsons Supermarket Corp General Manager Jody Garcia, Robinsons Retail Holdings, Inc. President & COO Robina Gokongwei-Pe, and HappyFresh Philippines Managing Director Isabel Barrientos.