Research has shown that a significant percentage of customers prefer making purchases over the phone or through apps, leading to rapid growth in digital shopping platforms. This shift has transformed buying into a quick and simple task, allowing customers to make purchases anywhere, review digital tickets, modify shopping lists, and check promotions on the go.
In response to this trend,Dia launched its app, an omnichannel platform that offers a complete, quick, and easy shopping experience. The app combines personalized benefits with a loyalty program, making it an attractive option for customers. Since its launch, the app has seen a 25% increase in sales, reaching 5 million downloads within the first year.
The app boasts simple and intuitive navigation, providing access to over 7,000 references, including both in-house and manufacturer brands. It also serves as a complement to in-store purchases, allowing customers to complete their shopping from home and receive their orders at their doorstep.
“The growing trend of online shopping has led to a significant increase in sales through our app,” notes Celia de Frutos, customer marketing director at Dia. “We are working tirelessly to leverage new technologies and improve the shopping experience, making it easy, fast, accessible, and affordable.”
A Online Shopping Platform with Fresh Products and Promotions
Spanish food trends have shifted towards fresh, seasonal, and local products, which now play a leading role in shopping baskets. According to company data, 80% of baskets purchased through the app include fresh products.
The main fresh categories in the app’s online shopping basket include bakery, delicatessen and cheese, meats, fruits and vegetables, poultry, fish, and eggs. The average basket includes 10-15 fresh foods, with zucchini, bananas, carrots, and bread being the most popular items.
Planned and Complementary Purchases, Popular Among Young People
Sector trend reports show that most online consumers use some type of list in their usual purchasing channel. Dia’s app allows customers to plan their purchases, consult products, brochures, tickets, and invoices in real-time, and even repeat orders or modify interactive shopping lists.
This functionality encourages customers to make purchases at the beginning of the week, with Mondays seeing an increase in orders through the app. Fridays also record an increase in orders due to their proximity to the weekend, with a focus on drinks, snacks, and craving products such as ice creams and desserts.
The typical customer profile is young, with over half of regular users between 18 and 45 years old, and over 70% residing in large cities such as Madrid, Barcelona, or Seville.
A More Technological, Innovative App with a Focus on Sustainability
Dia focuses on improving the digital shopping experience through all its channels, meeting customer demands for quality products at affordable prices. Since its launch, the app has featured an improved search engine, relying on ‘Machine Learning’ for intelligent and voice search, as well as a store search engine that works by geolocation.
Among the new features, the ‘Paper Ticket 0’ option has been implemented, supporting customers in their mission to have more sustainable consumption habits with digital tickets. Multiple home delivery options are available, including an “eco-friendly” shipping option with optimized and less polluting routes.
The company is committed to gamification and has launched the Roulette of Luck, a weekly game that combines fun and digitalization, guaranteeing customers prizes in the form of exclusive discounts and gift products to redeem both in-store and online. Finally, Dia has enabled the QR tool to identify customers as members of ClubDia, a functionality available without the need for an internet connection.