HappyFresh grows dark store presence with HappyFresh Supermarket

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Online grocery platform HappyFresh has rolled out HappyFresh Supermarket to extend fresh and dry grocery accessibility by significantly growing its dark store presence in the region. HappyFresh aims to provide an easy and convenient online grocery shopping experience, with high-quality and freshly handpicked products brought right to their customers’ doorsteps with free delivery for every order.

Dark stores are brick-and-mortar locations that have been turned into distribution outlets that are not open to visitors. They offer additional space for store inventory and for brands to quickly fulfill orders. Having already launched in Jakarta, Kuala Lumpur, and Bangkok, HappyFresh Supermarket is in the process of rapid expansion within each respective market. The new offering also aims to provide competitive pricing, giving customers strong value for money with their purchases, without any out-of-stock moments.

Guillem Segarra, CEO of HappyFresh, said HappyFresh Supermarket is one step closer towards its vision of simplifying the lives of its consumers and just a couple of months after launching, it has seen tremendous interest with month-on-month growth in users of 300%. To meet this demand, it is rolling out more facilities to increase its coverage area and offer much greater accessibility.

According to the company, it has over 15,000 stock-keeping units (SKUs) of fresh, dry, and frozen products in its inventory with three closely monitored temperature zones in its facilities. This is to ensure the groceries are kept fresh.

HappyFresh enters a competitive scene that currently has RedMart, GrabMart, pandamart, and Amazon Fresh. When asked out how it plans to stand out in this cluttered market, David Lim, HappyFresh's VP, marketing and MD of Thailand, told MARKETING-INTERACTIVE that HappyFresh Supermarket promises strong value-for-money to customers and no out-of-stock moments based on advanced demand-planning capabilities. At the same time, it also offers express and same-day delivery to further inspire more customers to be accustomed to online grocery shopping as part of their online shopping.

He also reiterated the number of SKUs it has and its facilities' capabilities to keep the food fresh. "From a business perspective, it also allows a higher level of sustainability in the mid to long term because this model encourages bigger baskets to be built and ordered, forming a habit of weekly grocery shopping done on a regular basis instead of an impromptu fashion," he added.

Aside from product quality, Lim said the company will utilise a mixture of both online channels and offline activations and activities to create large scale awareness for HappyFresh Supermarket in each country. The strategy will be geographically focused to ensure there is a strong penetration into the residential areas of each facility's coverage zone.

"These activations will focus on one-to-many and one-to-a few communication in the early stages while moving into stronger remarketing in phase two to bring back newly acquired customers. We remain focused on serving all families in Southeast Asia who are constantly improving the efficiency of managing their households while managing their busy lives," Lim explained.

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