GDO Success stories #4: quick commerce or instant commerce

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Email marketing was integrated into an omnichannel strategy (which also exploited, for example, SMS) which in turn was able to count on the support of a marketing automation platform . In the case of Iperal, email marketing was the cornerstone of a customer-centric approach , giving rise to an omnichannel flow thanks to which the right recipient could be intercepted with the right content at the right time.

15% of consumers choose an online store also for the speed of delivery, compared to 14% who focus their attention on the payment and shipping methods available (Source: ilSole24Ore ).

It is quick commerce (or instant commerce) , a trend to absolutely keep an eye belize whatsapp resource on that was born with food delivery – it initially developed thanks to the support of delivery companies, such as Glovo or Getir – and is also starting to interest large-scale retail trade (especially in large cities). It includes all those shipping methods that can guarantee the consumer the delivery of groceries in a short or very short time (in some urban contexts even minutes). If the decisive element is obviously delivery, the other operations involved in the process are also crucial: from those of confirming the purchase to contacting the logistics and delivery service.

In Europe, there are about ten companies that offer instant commerce services and they operate mainly in the grocery and large-scale retail sector : in Italy, the largest are Carrefour, Esselunga or Coop. We also point out the supermarket chain Iper La Grande I , which has activated the home delivery service within 35 minutes of ordering in collaboration with Glovo ; in Milan, Carrefour offers Hop (in partnership with Deliveroo); in Rome, Getir and Tuodì , small-scale retail retailers that have concluded an agreement with Amazon.

Creating conversation spaces in large-scale retail trade: Doxee's interactive experience
The main causes of the slowness of online GDO in Italy are to be found in a certain tendency towards immobility that pushes players to orient themselves towards the "usual" convenience offers or at most towards a gradual reduction in costs. What GDO marketing must instead aim for is a comprehensive and systematic renewal project that goes beyond the development of promotional campaigns or the reorganization of spaces within the supermarket: a radical intervention, which changes the way in which the same player communicates with consumers: from the creation of contact opportunities to the management of a dialogue over time.

GDO marketing strategies must be continually recalibrated to enhance all the touch points that a consumer may encounter along his journey (because he actively searches for them or because he stumbles upon them “by chance”). All the GDO marketing examples we have discussed must be part of a single and coherent online communication plan , in which investment in omnichannel initiatives is accompanied by a renewed focus on the rational and thoughtful measurement of company performance through Retail KPIs .



KPI in Marketing



And it is precisely based on a solid data culture that Doxee offers Interactive experience : the product line that enhances customer data to develop personalized communications and create a digital customer experience that meets the expectations of the contemporary consumer. Doxee Pweb® transforms individual user data into an interactive micro-site that projects traditional loyalty programs to a level that has not yet been tested. Here the customer can monitor his situation updated in real time (with dedicated promotions, an overview of accumulated points and reward programs), the status of his payments (successful, failed, pending), a series of profiled information and numerous insights on selected topics with respect to his particular profile (history of preferences and behaviors) and can benefit from a support base for subsequent transactional steps.

Doxee's Interactive experience line integrates the role of the physical store into the digital strategy of large-scale retail players , helping to modernise, streamline and speed up digital marketing and transform obsolete mass messages into effective communication that is updated, significant and personalised!