the supermarket chain DAY became famous in the 1990s for popularizing discount cards among Spanish buyers, who discovered how they could obtain interesting offers on the products of your usual purchase in the form of extensive (and sometimes endless) tickets filled with percentages. With this attractive business model, Distribuidora Internacional de Alimentación SA soon began to grow, reaching the current 7,000 points of sale in six countries on three different continents. And now, furthermore, launches to conquer the Spanish eCommerce.
The DIA Group, from Madrid to heaven?
Last year, the DIA Group started experimenting with e-commerce giving the possibility of buying their products online in the Madrid’s community. At the same time, he carried out the opening of an eCommerce of flash sales at the national level, , with attractive offers, limited in time, on all kinds of products. The Madrid test bench has had to give good resultbecause now DIA plans to open its online store to the entire Spanish territory.
a firm decision
According to the statements of Ana Maria Llopisnon-executive chairwoman of the DIA Group, “we are in a point of no return in the digital transformation (…) Companies must change continuously and have to know how to adapt to the digital environment”
Even though that him food e-commerce is not exactly the main protagonist of the Spanish eCommercesphere, those responsible for DIA understand that it has a obvious growth potentialespecially when compared to the existing situation in neighbor countries. The setting of the logistics capabilities from the company to the characteristics of the clients, both in terms of speed and price, seems to be a key aspect when tackling this ambitious project.
In any case, DIA’s commitment to eCommerce does not seem to cause a loss of focus for your main source of income. «Our model of urban and rural supermarket has to have the virtual and the physical, being clear that the fundamental thing is to know our client, not only the virtual one»Llopis assured.
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