Mammoth News Oriental Today reporter Zhang Li
With the evolution of consumption upgrading, customers are paying more and more attention to product quality and delivery timeliness when shopping online. On November 16, Dennis Group officially launched the "Fresh to Home" online shopping platform, focusing on fresh, food, department stores, clothing and other goods, which can be automatically identified according to the user's address, matched to stores within three kilometers nearby, and delivered to the door within one hour after placing an order.
As a common "one-hour delivery" model in China, the major physical retail malls have already quietly started an online dispute, and Dennis, who has been deeply involved in the Henan market for 22 years, has launched "Fresh home" at this moment, how will it open up the difference with competitors?
Focusing on fresh food categories, it aims at the local life circle
In daily life, fresh goods belong to the people's livelihood just needs, families buy them more frequently, and the requirements for freshness preservation are more stringent. With the change of consumer concepts and consumer groups, the online sale of fresh food has become a major trend, and major supermarket chains have successively launched door-to-door services, which has caused a wave of consumption in instant retail in the same city.
This time, Dennis launched the fresh home "aimed at the local life circle, while focusing on fresh, as well as conventional FMCG, drinks, cleaning and care categories, which also indicates that Dennis Group has opened up an important territory in the same city instant retail.
By continuously strengthening the basic level of running-in such as hypermarkets and convenience stores, "Fresh to Home" will also place Dennis's massive self-operated goods near users, which greatly enhances the richness of goods covered by local instant retail distribution, and also promotes the integration and upgrading of Dennis's online commodity sales and offline inventory.
Stores in the province were launched simultaneously
On November 16, "Fresh to Home" was officially launched, when Dennis stores in the province will be launched synchronously.
For a long time, the delivery time of goods has attracted the attention of consumers. In terms of delivery, Dennis chose to cooperate with Meituan Instant Delivery. Based on the huge distribution of outlets, high market penetration, and high-quality brand effect, "Fresh to Home" may become a strong competitor in the online high-quality market.
"We now have 3 million members, 30% of which are young customers, this part of the customers will also be our victory in the future, hoping to stabilize and consolidate the passenger flow in this way, since we choose to open up a new section, we will always grasp the core competitiveness." The head of Dennis's planning department told reporters that with the white-hot stage of the overall market in the market, the competition for the price war is very fierce, and the launch of "Fresh to Home" also hopes to expand performance and consolidate passenger flow through online.
The early test of "sending wine" was well received
In fact, the new upgrade of "Fresh to Home" is not only the epitome of consumer trends, but also the result of Dennis's continuous self-change driven by user service. In the early days, Dennis All Day Fresh Convenience Store promoted the "Fresh to Home" business, and now based on the gradual popularization, it has comprehensively expanded the variety of goods, launched a precise time period for delivery, and users can enjoy accurate reservation and receipt.
Each upgrade and change is based on a large amount of data precipitation and technology accumulation, including experience and even lessons, which together constitute the next innovation. In August this year, Dennis also launched the "delivery of wine" business in the app and WeChat Mini Program, where users can buy wine online and place orders, intelligently locate the nearest store around them, and deliver within 30 minutes. Once launched, it has received good market feedback, and its user reputation and overall performance are very eye-catching, and it has also become a successful test of online instant retail.
Seek brand differentiation and create a "thousand faces"
Compared with large supermarket chains such as Yonghui and RT-Mart, Dennis's online "fresh to home" has the advantage of multiple outlets and a younger shopping group, "Our actual core concept may not be the same as other shopping malls, they may be related to revenue, to achieve higher performance online, but our focus is to enable customers to buy goods of the same quality and the same price through instant delivery." The head of the procurement department told reporters that "service" has always been the core of Dennis Group's operations.
In terms of featured categories, Dennis has also made a full of creativity, and the online platform will personalize the products on the home page according to the operation and best-selling data of regional stores, for different consumer groups. With reference to consumers' daily browsing and purchasing habits, make relevant adjustments, reflect 'thousands of faces' on the page, rely on rationalization algorithms to create differentiation, and provide each consumer with more comprehensive and high-quality services.
In addition, Dennis will also launch promotions with different themes and seasonal products for festivals, topics and hot spots in different periods. According to the person in charge, in the fresh products block, a new concept of Japan will be introduced next year, and according to the 24 solar terms, it will be more clearly reflected on the shopping app and more popular with young consumers.
100% online quality, more intimate service to home
The quality of online products is 100% guaranteed, supporting returns and exchanges without reason, and timely delivery is one hour. At present, "Fresh to Home" also has multiple offers on the line, and a variety of participation methods can be used. Customers can search for "Dennis" download app in the mobile app mall, bind the registration, and participate in the preferential activities in the "Fresh home" section and purchase online. You can also search for Mini Programs on WeChat, register and log in, and purchase them directly in WeChat Mini Programs.
Dennis for the whole family, the service to home is more intimate. In fact, it is not just a fresh homecoming, through Dan's follow-up more exploration, Dennis will launch more intimate and high-quality preferential activities, so that more customers in the province and even the whole country can enjoy convenient and high-quality services without leaving home.