Hemköp is a part of Axfood, the second-largest grocery retailer in Sweden. With an aim to inspire its customers and promote the joy of food and cooking, Hemköp runs approximately 190 stores throughout the country, most commonly in central locations.
Shopping for groceries online has been available in Sweden for almost a decade, but the growth in the online market started accelerating in the recent years. About 50 percent of the market is e-commerce, while the remaining part is pre-planned meals (“matkasse”).
The market was ripe for a new entry, but Hemköp wanted to do it right rather than just fast. The company wanted to provide a full omnichannel experience and play on the strengths of their stores. This meant providing the same wide-range of groceries online, at the same prices as in the stores, while also allowing customers to choose between home delivery and click and collect (pick up in store).
Accenture Interactive came in as Hemköp’s strategic and operative partner in the journey towards becoming a true omnichannel grocery retailer. Working side-by-side with Hemköp from pre-study to a fully operational ecommerce offering.