The online grocery business is booming, but the discounters are largely bypassed.
Penny wants to change that and delivers groceries straight to your home.
Cologne - The supermarket chains leave the discounters behind.
They are also one step ahead of the competition in the booming online grocery business.
While Edeka and Rewe already deliver milk, cheese or sausage to their customers, Aldi, Lidl & Co keep their hands off it.
Although the discounters have online shops, apart from wines and spirits there are no groceries to be found in them.
Now, with Penny, the first discounter in Germany is daring to tackle the difficult delivery business.
As the
Lebensmittel Zeitung (LZ)
reports, the Rewe subsidiary wants to deliver groceries ordered online from the branches directly to your home.
This will initially be a test that will last several months in Berlin, Cologne and Hamburg.
Penny is acting very cautiously, however.
So far, the retailer has not advertised its project on a large scale.
Only the customers in the catchment area of the participating markets are made aware of the offer through flyers or in digital form.
Penny delivers groceries to your home: Goods should be at the customer's place within 45 minutes
Customers can make their selection online from the entire Penny range and buy the items at market prices.
There is also a delivery fee of EUR 2.90.
However, there is one restriction: the weight of the delivery may not exceed 20 kilograms.
The customer also has to make a small compromise in terms of delivery time.
In contrast to fast delivery services such as Gorillas, which promise delivery within ten minutes, the goods should be delivered to Penny customers within 45 minutes.
Alternatively, you can choose a delivery time window or even pick up the order in the store.
Discounter Penny delivers groceries to your home: delivery via e-cargo bikes and e-cars
Penny offers the delivery service in cooperation with Bringoo. The start-up already works for independent Edeka and Rewe retailers as well as non-food stores. According to
LZ
information, a
total of
60 to 80 Bringoo employees are on the way for Penny. This includes order pickers who put the delivery together in the stores and drivers who deliver it with e-cargo bikes and electric cars. Bringoo not only collects the delivery fee for its activities, but also receives 15 to 25 percent of the online sales revenue.
Bringoo still has big plans.
Unlike competitors such as Gorillas, Flink or Knuspr, the service provider does not only want to be active in large cities.
The
LZ
writes that municipalities with less than 100,000 inhabitants that meet conditions such as high purchasing power and population density are also part of the expansion plan.
In Pinneberg, a town with around 43,000 inhabitants, a test is being carried out with local retailers to explore the potential of the business model.
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