Directfood | Total eGrocery Expertise

Leading experts in marketing, promotion, and advertising of FMCG on the Internet share their invaluable experiences and discuss successful projects, failures, and difficulties encountered in achieving results. https://e-grocery.pro/

Directfood Founder & CEO Mstislav Voskresensky took part in first #egrocery session in the Autumn season at the biggest Russian Grocery Expo 2024, with the participation of Ozon Fresh Head of FMCG Promotions, Polina Glebova. The session is moderated by Kotányi CEO Kirill Terschenko. https://lnkd.in/egMth2KN

Completed work on the course "Dive into E-Grocery 2024": 21 training modules, 5 mandatory webinars - 144 academic hours. This course will be useful for: - Entrepreneurs planning or creating a project in E-Grocery - Service providers (online promotion, website development, delivery, etc.) who seek to better understand the specifics of the market - Managers of various levels from FMCG sectors, such as grocery retail, children's goods, household chemicals, etc. - E-commerce managers from other segments planning to enter a new market https://lnkd.in/d6-yNVrt

At Utkonos, the leader of the Russian e-grocery market from 2002 to 2022, we are actively developing the Directfood program in collaboration with our suppliers. For example, Borjomi, the leader in the Russian mineral water market, traditionally conducts an active advertising campaign a month before the New Year, supported by television, radio, and outdoor advertising. The supplier provided exclusive prices that were communicated to select home communities. As a result, five times more customers responded to the offer (by registering in the online store and purchasing Borjomi products) compared to households where these tools were not utilized. Additionally, customers who had previously made orders, whether or not they included Borjomi brand products, returned to the Utkonos online store, which did not occur at all in regular households. The volume of products sold during the three-week promotion was four times higher than the sales for the entire year.

Directfood, together with the German retail chain Globus, developed and implemented a local marketing program in 2018. The goal of the program was home communities, with which it was supposed to be possible to begin building relationships in order to organize a systemic impact on residents living in the house. During the research, it was possible to find out that in many houses, communities of residents are organized and successfully functioning (communicating with each other, jointly solving common issues, helping each other). The single center of such a community is an initiative group, including a senior house manager, a house council and a concierge. They become influencers or ambassadors of the online store. Moreover, in this case, it becomes possible to place advertising material in the place of residence of potential clients, build trusting relationships with them, receive feedback on the quality of the service directly here and even form customer communities. House chats are also used to promote the service. Marketers made the assumption that if they manage to develop tools that can be used within these communities and the goal is to inform them about the retailer's promotions, new products, special offers, then perhaps this will attract the attention of the residents of the house. The result exceeded expectations. Thus, the head of marketing for digital sales channels of the Globus hypermarket chain, Yuriy Matseylik, reported in 2021 that the use of various local marketing tools in cooperation with house communities increases the effectiveness of advertising by 30%. There was not a single example when house communities did not respond to the proposals made. Over two years of operation, the number of buyers of the online store of the retail chain increased on average from one or two to six or seven in one entrance. Revenue growth in the first year of operation exceeded 400%. https://lnkd.in/d38T9tQB

Second part of the #egrocery session at the largest forum, Upgrade Retail Spring 2024, on April 24. In this session, you will find discussions with representatives from leading Russian e-grocery retailers Lenta, Vkusvill, iGooods, and Neftmagistral. The discussion topics include in-store vs. dark store pickup, new business models and courier outsourcing, order assembly, and a Q&A session. Do not forget to switch on English subtitles! https://lnkd.in/e2RXnVJi

We hosted another e-grocery session as part of the largest forum, Upgrade Retail 2024. The session featured an engaging discussion with representatives from leading companies such as NielsenIQ, Ozon Fresh, X5 Media, Yin-Yang, and Ingate Performance. Topics of discussion included the growth trends of the e-grocery market in Russia and globally, challenges in organizing advertising for FMCG manufacturers across online and offline channels (multi-channel), and the current and future prospects of dark kitchens. https://lnkd.in/eWvVj3sV

This year's first e-grocery session with the participation of top managers from Sbermarket, Yandex.Lavka and OZON fresh took place on February 7, 2024 at the Prodexpo. Link to video recording of the session https://lnkd.in/dMupWiaQ