Following Alibaba, Online retailer JD.com opens offline fresh-food store
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JD.com owner Beijing Jingdong Century Trade has launched an offline supermarket, 7Fresh, in Beijing.
Covering 4000sqm, the store is at the Dazu Plaza Shopping Center, near the e-commerce company’s headquarters in Yizhuang district.
Big-data analytics are being used by 7Fresh to tailor its product offering for its shoppers. To ensure freshness, products are being sourced directly from origin. Fresh produce accounts for 75 per cent of 7Fresh’s total product range. Its food offering includes fruit from New Zealand and beer from Australia.
Customers who buy fresh seafood and meats can have them cooked in store for immediate consumption. A 30-minute delivery service is also offered for customers who live within a 5km radius of the store.
Technology introduced by the supermarket includes smart shopping carts and sensor-activated product information. The smart shopping carts do not have to be pushed – they follow the shoppers around, and can even guide shoppers to the correct aisle.
During a trial period, transactions surpassed 10,000 a day, says JD.com founder/chief executive Richard Liu Qiangdong.
A second 7Fresh outlet is planned for Beijing’s Haidian district.
Questions & Answers
Q.What percentage of 7Fresh's product range is dedicated to fresh produce?
What percentage of 7Fresh's product range is dedicated to fresh produce?
Fresh produce makes up three-quarters of the total product range at 7Fresh. This focus ensures a wide selection of items are available for customers, including fruit from New Zealand and Australian beer.
Q.What is one example of technology used within the 7Fresh supermarket?
What is one example of technology used within the 7Fresh supermarket?
The supermarket features smart shopping carts that follow customers automatically and can guide them to specific aisles. Additionally, product information is displayed via sensor-activated technology throughout the store.
Q.What is the delivery service offered by 7Fresh to its customers?
What is the delivery service offered by 7Fresh to its customers?
7Fresh provides a 30-minute delivery service for customers residing within a 5km radius of the store. This allows shoppers to receive their purchases quickly and conveniently at their homes.
Q.How did the 7Fresh store perform during its trial period?
How did the 7Fresh store perform during its trial period?
During its trial phase, the 7Fresh store recorded over 10,000 transactions daily. This indicates strong initial customer engagement and business activity for the new offline supermarket venture.
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