Study of new sales formats and the big bet on e-commerce: these are the two lines of development around which the Crai Group (2.5% market share) is investing and will continue to do so in 2018. During the presentation of the 2017 data to the press that took place in Milan on 19 April at the Leonardo da Vinci Museum of Science and Technology, Crai published the more than positive figures for 2017 and presented its challenge to the online world with the launch of its e-commerce site.
Increased turnover and adaptation to new formats
In 2017 the turnover of Crai Group grew by 5%, “which is even more remarkable if you consider that it has been experiencing constant growth for the last 10 years,” says the company in a note. The number of stores grew by 272 in the food sector and 93 in the specialist area of home hygiene and personal care (drugstores). Overall, the network can count on about 3400 stores, located in over 1000 cities, a feature that renders the Crai brand present throughout Italy. The company is also adapting its ultra proximity stores (Super Convenience) under the “Cuor di CRAI” brand, and opening large stores known as CRAI Extra.
The proximity e-commerce challenge kicks off
On the E-commerce front, 2018 is the year of the great launch of the www.craispesaonline.it platform, created in collaboration with the Polytechnic University of Milan. “The proximity E-commerce (Convenience) is a new channel for CRAI but certainly not a new way to relate to the customer” – says Marco Bordoli, CEO of Crai – “We want to bring Crai to innovate more and more, without distorting our mission of relationship and contact with the public. Crai proximity E-commerce represents an additional offer that we give to our customers.”.
Conceived in 2017 and launched in January of this year, the E-commerce project currently involves 41 stores divided into six regions (Calabria, Campania, Friuli Venezia Giulia, Piemonte, Sardinia and Veneto), and the objective is to reach 250 by the end of the year. “The data collected so far on active stores show that mainly women use the craispesaonline service and that 37% of customers access it from mobile with an average spending of 46 euros. ”
Crai Online Shopping as a Marketplace
An important challenge is that of E-commerce, which Crai has decided to also address in the light of the analyses of the Digital Innovation Observatories of the School of Management of the Polytechnic of Milan on the Food&Grocery segment, which have shown that in 2017, this sector reached a value of 849 million Euros, +43% compared to 2016.