27 April, 2018
Biyani-owned Future Group is set to launch an app mimicking Amazon’s paid subscription service-Amazon Prime and use Easyday stores for delivery, offering buyers the convenience of shopping from their homes.
The Kishore Biyani-owned chain will target the daily and weekly requirements of consumers such as fresh fruits, vegetables, dairy items and others in order to compete with online grocery delivery firms such as BigBasket, Grofers and even larger players like Amazon Now and Amazon Pantry.
“Fruits and vegetables are a great way to get customers frequently. These are daily consumable products. We want the first mover advantage,” said Vinay Bhatia, CEO — group loyalty and analytics, Future Group. “Delivering fresh fruits and vegetables from a central warehouse to customers’ house (which most ecommerce players do at present) is unimaginable,” he said.
The retailer intends to use its neighbour format stores Easyday for delivery. The stores’ service customers within a radius of 2-2.5 kms and the retailer plans to increase its network drastically. Easyday club membership programme charges Rs. 999 as annual membership fee, for which members get 10% discount on all purchases.
The app, which will be launched in the coming weeks, will also offer them the convenience of shopping from their homes. The company at present has more than 950 stores and the target is to take it to 10,000 by 2022. Prior to this, the group has had several unsuccessful attempts at ecommerce, with its first attempt Future Bazaar and Big Bazaar Direct shutting operations. The company had later acquired online furniture retailer FabFurnish to market its brand HomeTown.