Alibaba’s supermarket Freshippo finds a way to reach customers

RetailME Bureau

Chinese behemoth Alibaba’s supermarket format Freshippo – also known as Hema – witnessed a surge in demand for fruits, as customers decided to stay at home due to the COVID-19 outbreak in January.

But a big obstacle was low supply of fruits. Freshippo took a swift decision to break up fruits from the Chinese New Year gift sets to deliver them to customers under lockdown.

In addition, Freshippo also launch a group buying scheme, especially for customers in Wuhan, and delivered the goods via commissioned buses instead of individual deliveries.

Source: Reuters