Many big companies are currently trying to get a foothold in the billions-worth online grocery shopping market. However, the online sales system is not perfect yet and the demand of the German customers is still low. In Germany, of the approximately 200 billion Euros annually spent on food only 1% is spent online. But according to Kantar TNS, Trends in Trade 2025, experts expect a market potential of up to 10% by 2025. So, what should an online grocery store look like, if it wants to attract German consumers to buy more online?
Enso eCommerce in Bremen worked together with Kantar TNS to answer this important question. This resulted in a concept for the online supermarket of the future. Now this concept for the online supermarket myEnso (www.myenso.de) has entered the implementation phase. Since the beginning of October, the first trial customers have been supplied in Bremen.
Consumers can get involved and shape MyEnso right from the start. That is why they are looking for 2,000 pioneers in the historical trading city of Bremen (www.myenso.de/pionier). These pioneers can test the online store, try out products and share their comments and wishes. Later this year Hamburg and Hannover will be added as trial regions. In the spring of 2018 the roll out of myEnso will start all over Germany. To create a one-stop shop for the shoppers, myEnso will offer a range of 100,000 products, existing of standard range and regional as well as special products.
With myEnso, the founders and investors Norbert Hegmann (44) and Thorsten Bausch (55) are setting up a concept that recreates the dialogue between customers and producers. “The purchasing conditions in the trade are mainly responsible for what is available. We want the customers to decide again. And it is in the producers’ interest too, because with myEnso they have a direct line to the customer and the can learn about their wishes,” explained Managing Director and founder Norbert Hegmann. As market researcher he has worked on matching the interests of consumers and industry for decades. "This paradigm shift will change the market."
“We have listened to the people for a year and drawn our conclusions to improve the online grocery shopping experience,” added Thorsten Bausch, co-founder and CMO. “The current online-supermarkets do not reflect the way consumers want to shop. These online supermarkets are more like a product catalogue; they offer no inspiration and no shopping experience,” stated Bausch.
So myEnso wants to change this, because it isn’t bound to existing supermarkets’ concepts or traditional trading principles. To test their concept they invested 1.5 million Euros in market research. The complete customer focus should create a break-through in online grocery shopping in Germany. A central point in the myEnso concept is the “Make-a-wish-button”. “Every month, we will test the ideas, together with the producers and customers, and adopt them when customers agree,” Bausch promises. After 1,000 ‘likes’ the products will be included in the assortment. The customer focus of myEnso also means the direct involvement in the company. A cooperative model allows everyone to participate. Everyone can buy shares myEnso for a one-time price of 100 Euros and immediately benefit from a loyalty program.
The myEnso warehouse is situated in Bremen. The 100,000 square meters in the historical building are particularly suitable for modern logistics, where the products are transported to the packers by robots. This saves costs and makes grocery delivery cost-effective for the first time. The cost-effectiveness is an essential prerequisite for the existence and expansion of the company in the online FMCG market. The parcels will be delivered by DHL throughout Germany from Bremen. But myEnso will not just be online. With deliveries over the entire country, myEnso ambassadors in the neighborhood, pop-up stores or online - the customers get the supermarket they want.
Investors in myEnso are both founders and partners in the industry and in logistics who support the concept with individual contributions.
For more information:
ENSO eCommerce GmbH
An der Reeperbahn 6