Sabina Mierzowski Aug 6, 2018 11:34:13 AM 8 min read

Getnow and minubo: Data-driven Towards the e-Food Revolution

"This online grocery store wants to attack Amazon Fresh" – this is how the Gründerszene online magazine described the market entry of Getnow. A young and innovative company that not only wants to gain a foothold in the highly competitive e-food market in Germany, but also, wants to revolutionize the industry. In addition to cities such as Berlin, Munich and Düsseldorf, the company expanded to Frankfurt beginning of 2019. 

With its innovative business model, Getnow – so far the only pure online supermarket in Germany – is setting its course for the German e-food revolution. With a strategic partnership with METRO Group and its partner DHL, the young company operates successfully in the e-food business without having to resort to its own warehouse or its own courier fleet. Getnow uses the full assortment of a wide range of products from METRO and DHL's long-term delivery know-how, and thus can offer both a large selection of products with flexible and, above all, punctual delivery.

Now, it is important to implement this intelligent strategy excellently in operational terms. Getnow has deliberately opted for this data-driven path by relying on a partnership with minubo and our solution, the Commerce Intelligence Suite.

The linchpin for this is a data-driven approach, which makes it possible to directly identify potentials, recognize any undesirable developments as quickly as possible and counteract them immediately, as well as streamlining all processes in a targeted and efficient manner. In addition, the German food market has very narrow margins – to be able to work profitably here, the margins must be exploited in the best possible way.

To master these challenges and to be successful in the e-food market right from the beginning, one thing counts first and foremost: The utilization of valuable data – in concrete terms: A data-driven working culture both at the strategic and operational levels. The fact that today almost all relevant information is captured digitally (be it transactions, touchpoints, on-site movements or customer profiles) opens up the opportunity for every seller to use this knowledge in a structured manner and to make the best possible decisions with each question that arises.

This is how minubo Supports Getnow – An Overview

Customers – New customer acquisition is expensive, no matter which market segment is concerned. But in the e-food market, the potential to transform newly acquired customers into long-term existing customers is particularly high – those who order food online regularly settle for a service provider faster than when choosing an online fashion store. The potential of acquired customers must therefore be determined as quickly as possible and then optimally developed, depending on the segment. With minubo, the company can first understand the customer value and, based on this, form customer segments to enable a targeted approach. In this way, the company can maximize customer value.

Assortment – The product selection in the store must be as comprehensive as necessary and kept as lean as possible to provide customers with an optimal and highly relevant shopping experience. The key to this lies in data-driven assortment management. With minubo, the company can quickly and easily answer questions such as "What does the customer want?", "What's the best margin?" and "What needs to be sold?".

In addition to the main topics of "customers" and "assortment", however, the focus is also on the realization of a personalized shopping experience for customers. The aim here is to present customers with a personalized assortment on the landing page, thus offering them exactly the right products at first glance. Also, logistics plays a major role for Getnow and should be perfected with the support of minubo. The deciding factor is to optimize the delivery performance and quality in a data-driven manner.



Sabina Mierzowski

Sabina is Marketing Manager at minubo – she loves to share best practices on data-driven decision-making in commerce companies.