Hol's Ab is a new service offer for customers of EDEKA stores. The customer can select his products online on the web or via mobile app, order them and pick them up at the EDEKA store of his choice after they have been collected and packed ready for collection by the service staff of the EDEKA store. In addition to the products, the customer can also select the desired pick-up market online and set the desired pick-up time.
The order is generally ready for collection within only three hours. Separate parking spaces and cash registers are available for pick-up service customers in order to guarantee a quick pick-up of the order. It is possible to buy daily large series at any time and from everywhere against a service fee of only two euro starting from a minimum order value of €50 and gives the customer complete liberty with the purchase.
The app can be easily installed on both Android and iOS devices via text, voice or barcode scan and offers further advantages in addition to the ordering function:
- Information about current offers with just a few clicks. In addition to the price and duration of the campaign, savings are also calculated.
- Recurring purchases can simply be saved as favorites and placed in the shopping basket with just one click.
- The market search with integrated navigation function shows locations, opening hours and contact data.
- Recipes can be selected via the recipe selection function and the ingredients can be placed in the shopping basket with just one click.
The selectable product variety is limited to standard products with the usual high EDEKA quality, which usually represent the largest profit margin for the EDEKA group calculated in the headquarter. In order to keep the costs for the service low, it is advisable to use inexpensive temporary staff such as pupils or students who compile the orders.
A service of this kind does not yet exist in the food trade, so this is a project with a unique selling point. However, a similar concept is offered by REWE: REWE offers its customers a delivery service. Here the food can also be ordered online via web or app, so the ordering process is very similar. However, this results in higher service flat rates and longer order periods. In addition, this service has so far mainly been offered in Germany's major cities. Target group of the Hol's Ab - service are much more also the more rural situated middle towns of Germany with 20.000 - 99.000 inhabitants.
Table of Contents
1. Executive Summary
2. Business Idea
2.1. Vision
2.2. Mission Statement
2.3. SWOT Analysis
2.4. Strategic Objectives
3. Structure of Company
3.1. Legal Form
3.2. Entrepreneurial Team
3.3. Organization
4. Operational Marketing Plan
4.1. Pricing
4.2. Communication/ Public Relationship
4.3. Distribution
5. Financials / Corporate Finance
5.1. Revenues
5.2. Costs
5.3. Cash Flows
Bibliography
Schedule
Project Goals and Thematic Scope
The primary objective of this business plan is to address the growing trend of digitization within the food retail sector by introducing the "Hol's Ab" service. The project aims to maintain EDEKA's market leadership by offering customers a convenient web-based purchasing option, which includes mobile app ordering and flexible in-store collection, thereby enhancing customer loyalty and providing added value.
- Strategic implementation of digital transformation within the EDEKA group.
- Development of a user-friendly mobile application and web-based ordering platform.
- Analysis of competitive positioning against major retail players like REWE and online providers.
- Creation of a sustainable financial model involving cost-sharing across participating EDEKA branches.
- Improvement of customer convenience through flexible collection times and streamlined in-store pickup processes.
Excerpt from the Book
2. Business Idea
Hol's Ab is a new service offer for customers of EDEKA stores. The customer can select his products online on the web or via mobile app, order them and pick them up at the EDEKA store of his choice after they have been collected and packed ready for collection by the service staff of the EDEKA store. In addition to the products, the customer can also select the desired pick-up market online and set the desired pick-up time.
The order is generally ready for collection within only three hours. Separate parking spaces and cash registers are available for pick-up service customers in order to guarantee a quick pick-up of the order. It is possible to buy daily large series at any time and from everywhere against a service fee of only two euro starting from a minimum order value of € 50 and gives the customer complete liberty with the purchase.
The app can be easily installed on both Android and iOS devices via text, voice or barcode scan and offers further advantages in addition to the ordering function: Information about current offers with just a few clicks. In addition to the price and duration of the campaign, savings are also calculated. Recurring purchases can simply be saved as favorites and placed in the shopping basket with just one click. The market search with integrated navigation function shows locations, opening hours and contact data. Recipes can be selected via the recipe selection function and the ingredients can be placed in the shopping basket with just one click.
Summary of Chapters
1. Executive Summary: Provides an overview of EDEKA's need for digital transformation and outlines the Hol's Ab concept as a solution to maintain market leadership.
2. Business Idea: Describes the core service offering, including app-based ordering, the pickup process, and the value proposition for customers.
3. Structure of Company: Details the cooperative legal framework of the EDEKA network and defines the project team and organizational structure.
4. Operational Marketing Plan: Compares EDEKA with competitors and outlines advertising strategies to promote the new digital service.
5. Financials / Corporate Finance: Presents the financial scenario, including revenue streams, cost structures, and break-even analysis for the implementation of the project.
Keywords
EDEKA, Hol's Ab, Digitization, Food Retailing, Business Plan, Mobile Application, Online Shopping, Customer Loyalty, Competitive Analysis, Financial Planning, Break-even Analysis, Supply Chain, Strategic Objectives, Market Leadership, E-Commerce
Frequently Asked Questions
What is the core focus of this business plan?
The plan focuses on the strategic implementation of the "Hol's Ab" service, a digital platform that allows EDEKA customers to order groceries online and collect them at their preferred local branch.
What are the primary goals of the Hol's Ab concept?
The goal is to maintain EDEKA's market leadership by integrating digitization into the shopping experience, thereby increasing customer flexibility and convenience.
Which target groups are addressed by this new digital service?
The service targets a broad spectrum of customers, specifically focusing on tech-savvy younger individuals as well as traditional shoppers who value time-saving solutions.
How is the project financed?
The project is financed by the EDEKA headquarters using existing reserves and loans from EDEKA Bank AG, with ongoing costs shared among participating local EDEKA branches.
What methodology is used to assess the competitive environment?
The authors conduct a SWOT analysis and a competitive comparison (rating factors like product, price, service, and appearance) against key competitors such as REWE and ALDI.
What are the key financial success metrics for individual stores?
Success is measured through a break-even analysis, with individual branches becoming profitable once they exceed a threshold of 23,600 orders per year.
How is the "Hol's Ab" app integrated into the current EDEKA business model?
The app is developed centrally by the head office but distributed to individual, independently operated stores, which then manage the actual assembly and collection of the orders.
Why is the "weaknesses-threats-strategy" used in this plan?
This strategy is applied to specifically address the internal weakness of lacking digital solutions, thereby mitigating the threat posed by more digitally advanced competitors.
- Arbeit zitieren
- Anonym (Autor:in), 2019, Businessplan für die "Hol's Ab". Edeka goes App, München, GRIN Verlag, https://www.grin.com/document/509863
