Case: Superbest

The first grocery shop online

Hesehus is behind the first webshop for buying groceries

In November 2009, SuperBest opened an online shop with delivery right to the door as the first national supermarket chain in Denmark. With an available range of more than 4000 different products, the online shop is the first to offer the Danish consumers a serious alternative to the often tiring trip to the supermarket after work. In 2011, SuperBest, also as the first in Denmark, launches an app so the consumers can easily shop groceries on their smartphones.

The e-commerce solution from Hesehus does not only feature the webshop. It also manages the packaging process, customer service, sales reporting, and search engine optimisation. Furthermore, the ambitious solution is integrated with a number of central systems in SuperBest and with the systems of the distribution partner Budstikken.

Focus on details

The fact that the concept focuses on details to improve the customer's experience is also demonstrated in the order and delivery process where the customer is able to order groceries until midnight the night before and still have them delivered between 4 and 9 p.m. the following day. In addition, the customer is able to follow the status of the order in the online shop and is also notified by an SMS immediately before the groceries arrive. Last but not least, any sold out groceries are automatically replaced by similar or better products during the packaging process – of course at no extra cost to the customer. If the customer does not want this replacement procedure, it can be declined during the ordering process.

Skip the line in the shop and use the train ride home

Details have also been kept in mind in creating the app in order to ensure the customers the best service. The app has, i.a., an integrated memory function that enables the customers to place items in the basket on the train or bus on their way to work in the morning, add items during the day and then complete the purchase on the way home. Like with an old-fashioned shopping list, the customer can add items during the day and does not have to decide on the purchase immediately as in many other webshops. As an extra benefit, the customer also avoids standing in line in the supermarket. Furthermore, both the webshop and the app have the Express Shopper feature which presents the customers to a list of the products they buy most often. From here it is easy to transfer them to the basket.

SuperBest's online grocery store developed by Hesehus

Use the mobile as a shopping list

The app also contains a user-friendly feature for the customers who shop in the physical store, namely the function 'Shopping list'. With the mobile phone and the app, the shopping list is always right at hand for the customer. The feature also makes it possible for the customer to 'tick of' the product when it has been put it in the shopping cart. Last, but not least, the feature has been designed to allow the customer to add products to the shopping list directly from the weekly supermarket leaflet from Superbest which of course is also found in the app. In addition, the app contains recipes and a feature that enables the customers to place the ingredients for a specific recipe in the basket – all of them at once or just the ingredients the customer does not have in his or her kitchen cupboards.