Finland's K-Group has announced that it is improving the e-commerce abilities of its mobile app following strong growth in the online grocery retail segment.
Approximately one in five of K-Group's online store customers place their order via the mobile application, the retailer noted.
E-Commerce Capabilities
The upgraded K-Food app aims to make the process of ordering food easy, offering shoppers a quick and convenient shopping experience.
The K-Food app already has one million registered users, meaning the reform will reach a large number of Finns.
Antti Rajala, Kesko's director of food online shopping and digital services, explained, “We are the market leader in e-commerce in Finland, and we are constantly developing our digital services to meet the changing needs of our customers. More and more people will place their orders by phone in the future, and the new application will make it even easier.”
One of the goals of the new app is to provide customers with the same shopping experience as in a brick-and-mortar store.
The retailer will focus on local products and store-specific selections in the upgraded app.
“Our stores are known for the fact that they always look like their customers. This is also reflected in our application, which will look even more like the customer's own K-store in the future,” Rajala added.
K-Group App Changes
The retailer has developed and tested a number of improved features with customers during autumn.
These include the option to start shopping on a computer and finish it in the application, which also allows users to add products to their carts later.
Many features, such as browsing product information, have been changed based on customer feedback.
In addition to the renewed online store, the K-Food app will offer Plussa members personalised benefits and features in the future.
The latest feature is Your Food Year story, which K-Group claims is a first in Finland. The story sums up the customers' purchases and highlights based on their 2021 Plussa purchases.
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