Austrian retailer Billa is to strengthen its online grocery presence with a new smartphone app and an extensive billboard campaign.
Commenting at the launch of the new online stores at Billa HUB Vienna, Billa CEO Volker Hornsteiner said, "Although such services have yet a low share of total sales, but a high growth and high value revenue per purchase. This significant increase once again confirms the importance of this new area."
Some of the revamp efforts include an increased product range from 4500 to 5000 SKUs - adjusted to suit current trends and customer needs - and a new online shop logo.
The campaign is to be accompanied by an innovative print campaign, with 400 billboards as well as virtual store shelves in public concourses.
Currently online shopping is only available to customers in Vienna, but in three years time it will be possible in every Austrian province. According to Hornsteiner, the service is to be extended to Graz and Linz next year.
The retailer currently supplies approximately 1,000 customers per week online, with delivery of goods costing €5.99 for the first 50 kilograms.
Billa has been a player in the online grocery market since 1999, with sales growing by more than 50% between 2011 and 2012.
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
