New competition for Coop & Co: Alfies shakes up Swiss online supermarkets

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As soon as Migros focuses on its core business, it faces the threat of new competition in this field. Austrian online supermarket provider Alfies Lieferservice, founded in 2016, will soon enter the Swiss market.

Brand promise? A supermarket line “delivered in 60 or 120 minutes.” Alfies is therefore in direct competition with Migros, Coop, Aldi, Volg and Farmy, all of which offer an online store with delivery.

Free delivery even for small purchase value

Alfies is not yet answering questions about market entry in Switzerland. Co-founder Gunther Michl will be in Switzerland on February 22nd and will announce the details afterwards.

One thing is clear: after Vienna and Graz in Austria, electricity will initially be supplied to a larger area in Switzerland. Also the alfies.ch website already exists. Therefore, we know that the company’s brand promise is also valid in Switzerland. Once you register and order online – there is an app – what you order will be delivered within 60 or 120 minutes. Payment can be made with Apple Pay, Twint, credit card or cash. Important point: You can return the empties to the delivery person immediately; You even get a receipt for it.

Home delivery is possible with a low minimum order value and is free for small purchases. Free delivery is available for orders over 39 Euros in Austria. For purchases below this value, the fee is 3.99 euros. The situation is likely to be similar in Switzerland.

Lean organization

Alfies E-Commerce AG was registered with the Swiss trade register in May 2023, Konsider reported at the time. The company has been headquartered in Schlieren ZH since November.

Peter Rohn, who has professional experience in the online market at the companies Blackroll and Siroop, is managing director. Category managers include Ronny von Rotz, who previously worked at Migros Genossenschafts-Bund, and Tobias Stickelberger, who has professional experience in beverage sales including Gorilla and Denner.

It will be announced soon who will be involved, exactly how big the “Greater Zurich area” will be where deliveries will be made, and when the start signal will be given.

What products are available for purchase?

The question remains which products Alfies offers in Switzerland. Several brands can be recognized in the pictures on the Swiss website: San Pellegrino (Nestlé), Coca-Cola, Rivella or Ovaltine (Wander/ABF).

Since Coca-Cola HBC owns a 20 percent stake in Alfies GmbH, the company’s products are also likely to be sold by Alfies in Switzerland. So Coca-Cola, Fanta, Sprite, Fuse Tea, Schweppes, Monster, Valser or Costa Coffee.

On the Austrian website you can find other brands also known in this country: Doritos, Dr. Many more products including Oetker, Haribo, Ölz pastries, Nutella, Berliner Luft and many more Nestlé products. Personal care products (Gillette and others), baby products (e.g. Pampers) or pet products (Felix, Catsan etc.) are also available.

When it comes to fresh produce, Alfies will likely rely on local producers, as in Austria, and have everything ready for delivery at a warehouse in the greater Zurich area. As the website notes, this includes “new products that are definitely not available in your local supermarket.”

Source :Blick