towards a virtuous digitization of the food trade

With the various confinements experienced, small merchants now identify digital and fast delivery of home purchases as an opportunity.

France has long lagged in digitizing all of its small and medium-sized businesses, as highlighted in 2017 by the Deloitte study commissioned by Facebook on the subject. However, with the various lockdowns during the Covid pandemic, small merchants now identify digital as an opportunity; more than half of them have already developed a page on social networks (ACSEL numbers).

If we take a closer look at e-commerce in the food sector, digitization remains unfinished, especially among its main players, which are home meal delivery platforms. Based on the gig economy, they air a lot of criticism that crystallizes in the working conditions of their delivery men.

Faced with the impasse in the debate, the answer may lie in a new distribution channel for daily purchases, quick commerce, still little known in France and yet already despised (despised because misunderstood?), which seems to me to have the answers we hope proposing a virtuous digitization of the food trade.

Virtuous digitization too, because the model we propose responds to the three main complaints identified in the current food e-commerce.

Employee status and working conditions

In fast commerce, salaried employment is the norm, although it is possible to foresee the use of other statutes to respond to peak periods of activity, it remains the basis of the model. In this sense, it brings together all employees, order pickers and delivery people included, in accordance with general labor legislation. More security for the employee but also an advantage for the company, which can thus ensure a quality of service to its customers by having its own teams, which it can manage, train, retain and develop. It’s the return of the 80’s pizza delivery boy, the friendly student who sometimes received a beer or a nice tip in thanks for being available, as he didn’t get stressed about the amount of errands to be done to get paid. It is the same logic that we find with the fast-paced, salaried and unpaid delivery man on the run, who, linked to the same store in the neighborhood, very quickly becomes an assiduous person who delivers and often creates a social bond , as for example among the elderly for whom it is sometimes the only contact of the day.

Respect for the environment

Using the fast trade service means first leaving your car or scooter in the garage to do your shopping. You then benefit from an all-electric scooter or bicycle delivery service provided by the company to its couriers. Finally, it means being eco-responsible and fighting overconsumption and therefore food waste, as well as excessive waste. In the app, you only order what you need, even if you have to reorder later the same day if you’ve forgotten something or if friends arrive unexpectedly for an aperitif or an impromptu dinner. And fast traders have organized themselves to sell or donate products that are still consumables but can no longer be sold. This is the meaning of Getir’s partnership with the start-up Phénix, thanks to which we donate 40,000 meals a month to various associations in all the cities where we are present.

The promotion of French VSEs/SMEs

Fast commerce is certainly first and foremost a new sales channel, including for small suppliers wherever they are in France, but that’s not all. In addition to increasing turnover, quick commerce also makes it possible to give legitimacy to the brand: the app effect makes it possible to quickly legitimize the product, which for local SMEs would require marketing budgets they ‘don’t have’. The visualization in the app combined with the evaluation in the supermarket, means for the consumer that the product is completely reliable and, therefore, legitimate to find a place in their shopping basket (virtual and physical). More than 30% of our suppliers are already French SMEs from all our regions.

To conclude, I would say that, more than others, we are ready to participate fully in the digitalization of commerce in France. Created in 2015 in Istanbul, we at Getir have accumulated seven years of know-how and experience in all the key points that allow the digitization of the entire value chain, seven years of experience that we put at the service of our French customers today as our franchisees.

Leave a Comment