Distribuidora Internacional de Alimentación, S.A. (DIA) is a Spanish international hard-discount supermarket chain with 7,799 stores in the countries in which it operates: Spain, Portugal, Brazil, Argentina and China. Join Diego Sebastian de Erice to hear how DIA is advancing their digital transformation with SAP Hybris Commerce solutions. Learn more: https://www.hybris.com/commerce

1. DIEGO
SEBASTIAN DE ERICE
Director eCommerce FOOD
@DiegoSef

2. DIA at a glance

3. + 10 bn turnover + 7.400 stores

4. How did we start the
eCommerce?

5. Before we started we had many questions…
• Which platform shall we choose for the eCommerce web? With which layout?
• Which assortment shall we sell on line? Cold and frozen products as well?
• Which information related with products will you use? With which descriptions?
• How could we feed the page with new articles? And delete the old ones?
• The stock of the product would be taken into account, and how?
• Which commercial policy would we follow? (Pricing, offers, loyalty)
• Where will the picking shall be done? (In store, Dark store, Online warehouse)
• Which payment methods shall we accept and why?
• What kind of eCommerce should we offer? (Delivery, Click&collect, Drive)
• How could we organise the “last mile” transport?
• Delivery slots structure
• If you order before ___ you will receive the order by ___
• Transport with own trucks/vans or with a third company?
• If so, how would you transport the cold products?
• Shall we charge for the shipping fee? How much?
• How could we organise the customer service?

6. … so we decided to go little by little!
Buff!

7. … so we decided to go little by little!
We got a deal with Carritus.com, a “Price comparison site”, in order to speed up the
Time to Market and minimize CAPEX.

8. We started with a small test in Madrid

9. With few resources as well!

10. Value
proposition
D+1
> Same day delivery
> Free delivery over 50 €
> Text message 20 minutes before
Based in three main
advantages

11. There were some internal barriers…
• We were going to have very few orders…
• Online sales were cannibalizing offline sales…
• The customer was not prepared for eCommerce…
• We needed a big investment in technology….

12. We broke the barriers

13. We decided to change the web...
Versions:
5.0.3 (2014)
5.2 (2015)
6.5 (migrating now)

14. Because we wanted to cover the whole Spain and more!
We don’t have 1 web,
We do have more the
60 different webs!

15. How important is
the technology for
the eCommerce
development!

16. “Technology is
the answer.
But what was
the question?"
Cedric Price, 1965

17. The question always is…
Convenience
PIGGLY WIGGLY, Memphis 1916
Clarence Saunders

18. Convenience =
speed + certainty

19. We improved
our value
proposition
D+1
> Same day delivery
> 1 ó 2horas
> 3horas

20. At 10h you can choose up to
4 different slots for the same
day! (Last slot available until
17h)
Delivery slots
at dia.es

21. Percentage of orders
without stock outs, without
mistakes and on time
The customer is
also confident
about the order
quality
Our service level is
84%

22. How do we do the picking?

23. The customer

24. What is the opinion of the customer about our Web?
NPS
Net Promoter score

25. Performance, first criteria for UX
Lines
We have to avoid
lines with a speedy
Web

26. Which is our main source of traffic?
65 %
30 %
5 %
% visits by device

27. The
mobile
APP

28. 40%
60%
OFFON
The customer

29. The customer

30. Marketing
Email Marketing
Push Notifications

31. Facebook Ads
Display - RTB
Marketing

32. Results We are growing
x2
x2
x2

33. The challenge
DIA expects to multiply its online sales by six in the next four years

34. DIEGO
SEBASTIAN DE ERICE
Director eCommerce FOOD
@DiegoSef
Many
thanks!