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.
Inhaltsverzeichnis (Table of Contents)
- Executive Summary
- Business Idea
- Vision
- Mission Statement
- SWOT Analysis
- Strategic Objectives
- Structure of Company
- Legal Form
- Entrepreneurial Team
- Organization
- Operational Marketing Plan
- Pricing
- Communication/ Public Relationship
- Distribution
- Financials/Corporate Finance
- Revenues
- Costs
- Cash Flows
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This business plan outlines the development and implementation of a new service, "Hol's Ab," for EDEKA, Germany's leading stationary food retailer. The service aims to solidify EDEKA's market leadership by leveraging the trend of digitization and meeting customer demand for greater flexibility and convenience in everyday shopping. The key objective is to establish EDEKA as a pioneer in online food retail and offer customers a simple and quick way to purchase groceries.
- Digitization and online food retail
- Customer demand for convenience and flexibility
- Efficiencies and cost-savings through online ordering and automated collection
- Expansion of EDEKA's service offerings to attract new customer segments
- Financial viability and profitability of the "Hol's Ab" service
Zusammenfassung der Kapitel (Chapter Summaries)
The Executive Summary provides an overview of the Hol's Ab service, its potential benefits, and its financial projections. It highlights the need for EDEKA to adapt to digital trends and the anticipated positive impact on both customer satisfaction and profitability. The Business Idea chapter details the core features of the service, emphasizing the convenience of online ordering, flexible pick-up options, and the overall user-friendly app experience.
The Structure of the Company chapter outlines the organizational structure, legal form, and team responsible for developing and managing the Hol's Ab service. It highlights the expertise and experience of the team and the reliance on external IT specialists for technical support. The Operational Marketing Plan chapter delves into the pricing strategy, communication channels, and distribution methods used to promote and deliver the service.
Finally, the Financials/Corporate Finance chapter focuses on the financial aspects of the Hol's Ab service. It covers revenue projections, cost breakdowns, and cash flow analysis. The chapter demonstrates the service's potential profitability and outlines the funding sources for its initial development and implementation.
Schlüsselwörter (Keywords)
The business plan focuses on key concepts such as digitization, online food retail, customer convenience, service innovation, strategic partnerships, financial viability, and profitability. The "Hol's Ab" service itself is a key element, representing EDEKA's strategy to meet evolving consumer demands and maintain its market leadership in the competitive grocery sector.
- Citar trabajo
- Anonym (Autor), 2019, Businessplan für die "Hol's Ab". Edeka goes App, Múnich, GRIN Verlag, https://www.grin.com/document/509863
