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Grupo La Comer chose CDMX as the headquarters for its first “delivery store”.
They seek to promote online purchases and alliances with home delivery applications.
They bet on higher revenues for apps, delivery men and retailers in digital channels.
Grupo La Comer has just joined the trend of “retail to go” in Mexicoprioritizing consumers who do not have time to go to the grocery store and giving a safe option to those who stay in confinement and free from crowds through delivery.
In fact, throughout 2021, seven percent of the company’s revenue corresponded to orders on its digital channel, called “La Comer en tu casa”, which is presumed to have been a success. With this program, it is estimated that 4 percent of the income derived from mobile application takeaway order platforms such as Rappi and Cornershop.
It was last year when, according to data from Statista, delivery in Mexico was positioned as the purchase favorite, thanks to the Covid-19 pandemic and the consumption habits of the digital generations.
The statistics portal considers that in 2022 alone there are expected to be 34.4 million users of home delivery applications in the country, 134 percent more than what was reached in 2017. Likewise, according to the Mexican Association of Online Sales ( AMVO), 83 percent of Mexicans use a delivery app; 76 percent of them for food, 60 percent for supermarket purchases, and 14 percent for the purchase of medicines.
Under this scenario, it is the retail stores that focus on opportunities and strategic alliances with delivery apps, since in food alone they invoice more than 2.1 billion dollars, according to forecasts by Statista Digital Market.
The first store of La Comer only for delivery
Mexico City is the headquarters of its first retail delivery, where La Comer is established with a “Side Store” branch that will attend orders exclusively at home.
“We started with ‘Side Store’ is a joint store in a location in Mexico City, where the idea is to have greater capacity to cover the omnichannel business of e-commerce, this without affecting the operations of traditional stores”, announced Rogelio Garza, director of administration and finance of the retailer.
Although this is only a pilot project with a view to expansion, the manager establishes as a great advance and advantage the boost that the project will give to all businesses registered in delivery applications, as well as to delivery men who seek to comply with a series of routes and deliveries.
According to the success that could be had with this implementation, La Comer would analyze the opening of more stores, although they do not rule out the idea of investing more in the shopping experience and consumer comfort, because according to NielsenIQ, in the last year, 44 percent of buyers in Mexico used digital channels more than face-to-face media.
The representative of Grupo La Comer highlighted that the adoption of digital channels is expanding to all socioeconomic levels and that omnichannel can be seen reflected in hybrid consumers.
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