Danish retailer Netto is testing a new digital platform - Fillop - that allows customers to purchase basic groceries online.
Presently, it is being beta-tested with select customers and is expected to go live across Denmark in early 2020, the retailer said.
According to data from Nielsen, around 14% of consumers in Denmark have tried to buy groceries online.
However, more than half of Danes still prefer to buy fresh produce from stores, data from Aim Create has revealed.
Keeping this trend in mind, the retailer has rolled out a service that offers home delivery of basic goods such as toilet paper, rice, and toothpaste, but does not include fresh produce.
It will help consumers in avoiding the hassle of dragging the basic goods home, while allowing them to go to the store and choose their fresh produce, Netto said.
Commercial director of Netto Denmark, Martin Hasgard Olesen, said, "We have closely followed the development of the online supermarket markets at home and abroad and studied data from Salling Group's BilkaToGo, and we can see that there is a gap in the market where the consumer desire for delivery to the door meets the consumer desire to choose the right fresh product for themselves."
Hasgard Olesen added, "We expect to be able to take a reasonable bite from the market for the Danes who want to flex shop, and hope that the Danes will take good care of our Fillop boxes."
The discounter seeks 50,000 new digital customers in the next 12-months and has chosen PostNord as its delivery partner.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.