Robinsons Supermarket launches online grocery service

Robinsons Supermarket Corp. on Monday announced that its customers may now purchase goods online, following the company’s partnership with HappyFresh Philippines for a grocery delivery service.

“(C)ustomers can make an order from within a 5-kilometer radius of 20 selected Robinsons Supermarket branches in Metro Manila,” the company said in a filing to the local bourse.

The service already started on May 15, Sunday, with an initial 4,000 Stock Keeping Unit (SKUs) or unique codes which will be expanded to as much as 20,000 SKUs. As part of the service, the grocery products will be delivered within a specified time right at the doorstep of the customers

“The online grocery delivery business will complement with our offline business. We look forward to offering this new shopping experience to our consumers,” Robina Gokongwei-Pe, Robinsons Retail Holdings President and COO, said.

Robinsons Supermarket Corp. is a wholly-owned subsidiary of Robinsons Retail Holdings.

For its part, HappyFresh said that the Philippines is an “important” country in terms of market potential.

“Local customers recognize the convenience of on-demand and scheduled grocery delivery services and we are excited to be partnering with one of the largest supermarket chains in the country to bring quality service at a wide range of price points to our customers,” HappyFresh Philippines Managing Director Isabel Barrientos said.

According to HappyFresh, the online grocery service will also have an in-house customer insights team which will be solely focused on analysing the behavior and preference of customers.

“This will cut down on having to reinvent the wheel, which then enables faster, more responsive and customer-centric decision making,” HappyFresh CEO and co-founder Markus Bihler said. —Jon Viktor D. Cabuenas/KG, GMA News