HappyFresh (Thailand) meeting growth targets
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Online grocery HappyFresh (Thailand) says its THB200 million (US$6 million) first-half investment has started to pay off.
The Thai subsidiary of Jakarta-based HappyFresh said early this year it would make the investment with the aim of growing by more than 500 per cent. All targets are being met or exceeded, says HappyFresh Group MD/co-founder Benjamin Koellmann.
“We’re right on track to hit our full-year targets and expect the second half of the year to be even better.”
The company’s mobile app and website are offering customers a wide variety of grocery products from local partners with home delivery within an hour. Its partners range from Big C Supercenter, Gourmet Market of The Mall Group, and Tesco Lotus, plus specialty retailers such as Bei Otto German Delicatessen, Food Glorious Food, Sunshine Market and The Accidental Butcher.
Marketing, operations and human resources are the focus of the investment, says Koellmann.
“Marketing is important as we still need to raise awareness of HappyFresh and educate Thai consumers about online grocery. Operations are the backbone of our business, and a good experience is what keeps customers returning. Finally, none of this can happen without a strong team, so we spend a lot of time and resources to attract the best local talent.”
As well as Indonesia, HappyFresh is in Malaysia. It launched its Thailand subsidiary in Bangkok in September 2015. “We are exploring expansion options to other major markets in Thailand, but for now remain focussed on the large opportunity in the greater Bangkok area, says Koellmann.
Questions & Answers
Q.What is the primary objective of HappyFresh's THB200 million first-half investment?
What is the primary objective of HappyFresh's THB200 million first-half investment?
The investment aims to grow the company by more than 500 per cent. It focuses on marketing to raise awareness, operations to ensure a good customer experience, and human resources to build a strong team.
Q.Which specific areas of the business are benefitting from HappyFresh's investment?
Which specific areas of the business are benefitting from HappyFresh's investment?
The investment is concentrated on marketing, operations, and human resources. This strategy is intended to educate consumers, improve customer experience, and attract skilled local talent.
Q.Which other countries, apart from Thailand, does HappyFresh operate in?
Which other countries, apart from Thailand, does HappyFresh operate in?
HappyFresh operates in Indonesia and Malaysia, in addition to its Thai subsidiary. The company launched its Bangkok operations in September 2015.
Q.Which local retailers has HappyFresh partnered with in Thailand for its grocery delivery service?
Which local retailers has HappyFresh partnered with in Thailand for its grocery delivery service?
HappyFresh partners with several local retailers, including Big C Supercenter, Gourmet Market, and Tesco Lotus. They also collaborate with specialty stores such as Bei Otto, Food Glorious Food, Sunshine Market, and The Accidental Butcher.
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