Dairy Farm digitises retail experience
Hong Kong - Retail group Dairy Farm has launched a virtual store for its supermarket chain Market Place by Jasons, hoping to cater to the "hectic lifestyles" of its customer base.
As the local e-commerce market gains momentum, Market Place by Jasons is aiming to provide a way to easy the convenience of online shopping and create a unified experience to shopping in-store.
The digital platform, designed by Designercity aims to bring the supermarkets range of food and wine outside its retail store and into the homes and offices of new and existing customers.
Shoppers can purchase products across a variety of categories such as fresh food, deli, frozen, wine, beverages, grocery and household products.The site also gives customers a chance to discover recipes to try at home and a "Wine Corner" to provide information of its wine selections.
Julie Chiu, sales & marketing director at The Dairy Farm, told Marketing via email that Hong Kong's late work culture would be beneficial to the e-commerce platform by offering customers an opportunity to save time and shop at their convenience.
"When it comes to food, Hong Kongers are increasingly spending more time online browsing and researching recipes and the food they want to try; it makes sense to open up a channel for them to shop on this platform."She added that the e-commerce market is gaining in momentum and it was optimistic that this new platform will appeal to the market and drive growth.
Dairy Farm has been working with Ogilvy PR for about a year and the agency will handle PR duties for the Market Place by Jasons project.
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- Dairy Farm