After years of planning and two years of work, Super-Pharm is putting its website on the air this week at an investment of NIS 10 million. The company's chain predicts that 10% of its sales will be online within three years.
The website will be initially launched in a pilot only for the chain's Life Style club customers; it will not be available to the general public, but will later be opened for all customers.
The website will offer three delivery methods: express (ordering and collecting from any branch in Israel within three hours), collecting the purchase from the branch the next day (within 24 hours), and home delivery by messenger within 24 hours.
The cost of the service will depend on the method. Ordinary collection from a branch selected by the customer 24 hours after the order will cost NIS 10, or will be free of charge for an order of over NIS 100. Express collection within only three hours of the order will cost NIS 20. Home delivery up to 24 hours after the order will cost NIS 30. Delivery will be free of charge for an order of over NIS 300.
Super-Pharm CEO Nitzan Lavie said, "We were ready with a commercial website in 2000, but we chose wait and not put it online, because the world wasn't ready. Digital shopping today is something that cannot be ignored. Founding the website has been a flagship project for SuperPharm in recent years. It is one of the most difficult projects ever undertaken by the company. We looked for a special model that would give the customers value. From our experience with the contact lenses website, which has been operating for three years, many customers - about 70% - prefer to collect their purchases from the branch, without waiting for a delivery."
Super-Pharm, Israel's second largest chain of pharmacies with 232 branches all over Israel, is owned by Leon Koffler, Leumi Partners Ltd. (15%), and Discount Capital Markets (10%).
Published by Globes [online], Israel Business News - www.globes-online.com - on June 4, 2017
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