Mercadona is the leader in Spanish supermarkets, with more than 1,500 supermarkets which represent 14% of the sector’s sales in Spain. Despite this, it is still a 100% family business, led by its founder Juan Roig. Mercadona’s 74,000 employees serve 4.9 million customers a day. Some figures that are dizzying, and that double in the online segment, where Mercadona online accounts for 35% of the sales of Spanish online supermarkets.
Here, the analysis of Mercadona by Rubén Bastón:
Nevertheless, You only have to take a look at Mercadona online to realize that the company is not committed to this channel at all. Juan Roig himself has already stated that and made it clear that Mercadona online is not a preferential bet for the companythat is, they are in eCommerce by obligation.
Mercadona online: The anti-supermarket
Time does not seem to have passed on the Mercadona website, and even less so for the Mercadona online supermarket, which at first glance does not seem at all like the eCommerce website of a large leading company in its sector. Its design has remained in the internet prehistoryand 10 years ago it would already have been described as obsolete.
Everything on the Mercadona online website breathes 90s Design, but not in a retro-how-modern-are-we kind of way, but in a “we haven’t touched the web in 20 years” kind of way. It is probably a paradigmatic case of an eCommerce website designed so that customers do not buy from it.
However, eCommerce consumers are tenacious, the Mercadona brand is very powerful and its marketing strategy in its supermarkets is brilliant, so whether they like it or not, Mercadona online is the leading supermarket in eCommerce. If we get over the initial shock and bravely decide to go ahead (it is necessary to register first to access the Mercadona online supermarket website), things don’t get better.
Everything we are used to in today’s eCommerce store is missing here: There are no featured products, there are no photos (none), there are no offers beyond an item on the side menu identified as “lowered PVP”, the fonts are difficult to read… Not in vain this online store of
Mercadona online, catalog and products: an endless list of defects
If we still haven’t run to the nearest Mercadona to make the purchase like always, it should be noted that the product sheets, despite having quite complete information and that the white brands (80% of the Mercadona catalog ) include information about the manufacturer, they don’t have pictures. That is, the visual identification to take for c is not possible.
The same goes for the shopping cart, which is a kind of “virtual ticket” on the right side, which looks like an Excel table. Mercadona’s eCommerce offers the possibility of creating product lists and saving them, and has a good service fee at home of 7.21 euros. It offers the complete catalog of products of its own brands, which is what has made it great in the offline environment. Definitely: Buying at Mercadona online is difficult and not easy.
Something that is obviously pure strategy on the part of the brand. However, despite all the obstacles that are placed on him, he is the leader! It is a clear example that the offline strategy greatly affects the online environment, Well, even if they are hindered, Mercadona’s loyal consumers insist on buying at Mercadona online.
What is difficult to understand, even more so with the “customer is the boss” philosophy of the brand in the offline environment, is that Mercadona does not worry a little more about maintaining its image with its online customers. Although the trend is upward, and sooner rather than later Mercadona will have to jump on the bandwagon (pun intended) if it does not want to lose its leadership position in supermarket eCommerce.
If we have to talk about online supermarkets, we cannot fail to refer to Mercadona. The Valencian company has always been innovative in its SPB (Always Low Prices) policy and its renunciation of advertising. On the other hand, it is noted that, in some way, there is no special interest in promoting the online business segment. This is the reason why the website online market It has, as you can see, several defects. To analyze the incidence of this sales channel, you have to do it in a way linked to face-to-face marketing.
His rivals, such as , are preparing, it remains to be seen if Juan Roig gives his arm to twist or not.
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