A new Premier consumer app being trialled by Booker Group is pulling in almost triple the average store basket spend and new customers.
Mandeep Singh, of Premier Singh’s in Sheffield, is trialling the app and offering both click and collect and delivery options. It has been created using the store’s EPoS file with the addition of an extended range from its nearest Makro depot adding products such as kettles and toasters.
Four weeks into the trial, the average order value on the app is around £18 compared to £6.40 in-store.
“It’s early days, but we’ve already seen extra sales and people who didn’t know the store existed using the app,” said Mr Singh.
“We normally say an hour to turn an order around, but with some we have been there within 15 minutes of getting the order. That’s something the supermarkets can’t do.”
Exclusive online deals will also be added to the app, which is set to be rolled out to a second store for trial.
Jamil Mohammed, group digital director at Booker, revealed details of the launch during the company’s half-year interim results announcement for the 24 weeks ending 9 September.
The company reported a 13% increase in total sales to £2.5bn and a 10% increase in web sales to £506m. Like-for-like non tobacco sales for the group were up 0.1% with tobacco sales down 5.6%, while profit before tax grew 9% to £81m.
Meanwhile, Booker chief executive Charles Wilson said the group is continuing to build on its fresh offering, with trials in Premier and Family Shopper stores using the Londis and Budgens supply chain proving successful. Steve Fox, managing director – Booker Group – retail, added during the first six weeks of the trial fresh sales have increased on average by more than 50%, with one Premier store seeing a 99% increase and a Family Shopper store up 71%.
“Footfall of the future is going to come from fresh and things like food to go,” said Mr Wilson. “We are building a supply chain which helps drive that footfall over the next five to 10 years.”