Online grocery HappyFresh (Thailand) says its THB200 million (US$6 million) first-half investment has started to pay off.
The Thai subsidiary of Jakarta-based HappyFresh said early this year it would make the investment with the aim of growing by more than 500 per cent. All targets are being met or exceeded, says HappyFresh Group MD/co-founder Benjamin Koellmann.
“We’re right on track to hit our full-year targets and expect the second half of the year to be even better.”
The company’s mobile app and website are offering customers a wide variety of grocery products from local partners with home delivery within an hour. Its partners range from Big C Supercenter, Gourmet Market of The Mall Group, and Tesco Lotus, plus specialty retailers such as Bei Otto German Delicatessen, Food Glorious Food, Sunshine Market and The Accidental Butcher.
Marketing, operations and human resources are the focus of the investment, says Koellmann.
“Marketing is important as we still need to raise awareness of HappyFresh and educate Thai consumers about online grocery. Operations are the backbone of our business, and a good experience is what keeps customers returning. Finally, none of this can happen without a strong team, so we spend a lot of time and resources to attract the best local talent.”
As well as Indonesia, HappyFresh is in Malaysia. It launched its Thailand subsidiary in Bangkok in September 2015. “We are exploring expansion options to other major markets in Thailand, but for now remain focussed on the large opportunity in the greater Bangkok area, says Koellmann.