HappyFresh partners LINE in Thailand to fulfil grocery needs via mobile

Indonesian-headquartered online grocery platform HappyFresh has tied up with Thailand-based communication app LINE to give LINE MAN’s users an established grocery shopping experience in Thailand. Launched in 2016, LINE MAN is an on-demand assistant application with six professional services - food delivery, taxi, parcel, messenger, convenience and mart.

As part of the partnership, HappyFresh will offer both the technology platform as well as its fulfilment capabilities to LINE. This sees the HappyFresh platform being integrated into the LINE MAN app for everyday needs. Once an order is placed, HappyFresh handles both item-picking at the store through its dedicated personal shoppers, as well as last-mile delivery to customers' doorsteps. The integration enables LINE MAN users to have their grocery needs fulfiled within an app already installed and frequently used. Marketing Interactive has reached out to HappyFresh for additional information.

Guillem Segarra, CEO, HappyFresh said the strategic partnership leverages LINE to expand its user base in Thailand while it can launch a complex, operational heavy vertical by integrating HappyFresh's solution into the LINE MAN app.

“Through our partnership, we're putting LINE in a position to deliver an established grocery shopping experience to their users, virtually overnight - an endeavour that otherwise takes years of time and steep investment. Meanwhile, LINE has built one of the most established user-base ecosystems in Thailand and is a marketing powerhouse," Segarra said.

He also said the team's conviction for this partnership is that in bringing LINE MAN's user-base and hyperlocal marketing approach together with HappyFresh's passion for user experience, the company is able to further accelerate grocery penetration and get one step closer to achieving HappyFresh's long-term vision - to serve every household in Southeast Asia.

Separately, HappyFresh unveiled a new logo last year along with its new brand purpose “Freshly Handpicked” and new brand mascot – Apple boy. This move comes as the online grocery platform aims to better appeal to Millennial shoppers. David Lim, VP, marketing, HappyFresh said previously the new brand looks to provide an interface for retailers to capture the Millennials who have a higher demand for quality and service, especially being aware of their health. Meanwhile, it also bagged a US$20 million in Series C funding last April, which was intended to be used for both city and country expansion.

(Read also: HappyFresh Expands Footprint, Announces Key Hire in the Philippines)