HappyFresh Group is the number one online grocery company in Southeast Asia. HappyFresh was founded in October 2014 as the first online grocery shopping and its operation is currently in Indonesia, Malaysia and Thailand. Its services would be offered through a marketplace style app where personal shoppers will be trained to select their items and make sure it got delivered to customers within one hour.
What makes HappyFresh different compared to other competitors? HappyFresh’s most preferred core competence would be their partnership network. Customers are very loyal to their supermarket brands and their platforms cover more than 40 to 50 retailers across Southeast Asia.
Let’s look into Alessandro Voltolini’s insight on partnerships !!
Can you tell us about your role and what you do at HappyFresh?
I am the Group Managing Director at HappyFresh. My role in HappyFresh as the Group Managing Director, would be working closely with the CEO and the other senior executives of the company to monitor the general performance of our markets. Essentially, I would take care of FMCG division (promotions, advertising, any sort of partnership and marketplace), analytics or data monetization (data insights dashboards for clients, category reports etc) and also general advertising for non-FMCG entities that want to be present on our platforms.
Can you tell us a bit about HappyFresh as a brand? It’s history and It’s brand values?
HappyFresh is an online grocery service provider. The company was founded by Fajar who is our CTO. He took his personal experiences of grocery shopping as an inspiration when starting up this company. He strongly believes in the company’s value which can help to enable our customers to have more wholesome and healthier lifestyles. We have been expanding to 8 cities in 3 countries, namely Indonesia, Malaysia, and Thailand ever since its inception 4 years ago.
What does it take to be a successful brand in Southeast Asia?
Having a strong vision and mission and having the capability to stick to the end-goal of what you set out to accomplish and focus on what needs to be done would be off the top of my head, apart of many other things. When moving to a new country, you should localize the brand as each country is different.
How do you decide when to do a partnership? and which have been the most successful ones.
Increasing our customer values are always a must. All partnership that meet this simple criterion are okay for us, but they must at least try to do so. It follows consequently that most of our partnership (within our platforms) effort is around FMCGs campaigns (media + promotions + gimmicks and sampling) and the rest would be with other players (credit cards, banks).
However, we also have partnerships with other online players and our biggest partnership so far would be presented the GrabFresh. This joint venture between HappyFresh and Grab was launched in September 2018 in Indonesia and at the end of 2018 in Thailand.
How does your company carry out partnerships?
FMCG and similar: Potential partners would be reached up by the sales team where they would discuss media placement + promotions mechanics available on our platforms. From there onwards, there will be always a case by case situation. Every client has different goals and priorities and we adapt to it as much as we can. At the beginning of each partnership is a learning curve where HappyFresh gives partners an industry insight by being fully transparent. Valuable information will be shared by HappyFresh based on data collected over the years which will be helpful for the partners to understand the market and to gain online grocery market share.
If you could change one thing about the process of partnerships, what would it be?
I would speed up the client’s side :).
How do you distinguish yourself from your competitors?
Partnership wise: we always focus on the big picture and at the end of the day we know that what matters the most is to always deliver what was promised and agreed. A fair honest approach would be taken and flexible budgets would be allowed as well based on the performance of the partnership.
What is one interesting insight you have as Group Managing Director?
The easiness of closing partnerships strongly depends on the overall brand equity of the company itself. One sentence to summarize it all; if the same team for partnership at HappyFresh was now working for one of the SouthEast Asia e-commerce “monsters”, would be easily be able to triple the partnerships deals in 3 months. Thus, at HappyFresh (as a niche app of relatively small size for the typical e-commerce) we always have to be “extreme” in hiring top performers and training them towards an obsessive quality oriented approach, from material preparation to actual results delivery to our partners.
We now run partnerships with almost all major FMCG players in Indonesia, Malaysia and Thailand. Some of our long term clients are Unilever, Nestle, P&G, Danone, Fonterra, Arla foods, Carlsberg, Heineken, Ajinomoto, Lion Wings, Malee.
Thank you Mr Alessandro Voltolini for sparing some time in your busy schedule. Want to know more about HappyFresh, feel free to contact us.
Want to learn more about partnerships and gain further details, do drop us an email and we will follow up with you.