Rami Levy: 20% of food sales online by 2022

Domino’s Pizza Israel has found online consumers, CEO Yossi Elbaz said.

By ROY GOLDENBERG/GLOBES
February 21, 2012 23:46
1 minute read.
A Rami Levy supermarket

rami levy 311. (photo credit: Courtesy)

 
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“Twenty-four percent of sales at our Ramat Gan store are already made online as part of our online pilot,” Rami Levy, the owner of the eponymous independent supermarket chain Rami Levy Chain Stores Hashikma Marketing 2006 Ltd. said Tuesday at the annual Israel Internet Association conference in Jerusalem.

Speaking at the conference’s panel on Israeli consumer behavior, he said: “Before we entered the field, online sales at Shufersal and Mega accounted for 1% of sales.

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We saw that the price was very fixed, and online shoppers used the Internet because they had no choice due to a lack of time or inability to go to the store. I believe that within 10 years 20% of food sales will be online.

“Online shopping isn’t only about price. The price is a determinant, but if you don’t provide quality and service, you’ll fail.”

Bookseller chain Steimatzky Ltd. said it was not relying on the Internet.

“In contrast to the success of Amazon.com, e-commerce in books isn’t very developed,” Steimatzky vice president for marketing Orly Finkelman said.

“This is because of the very high density of bookstores, online prices are the same, and because of the stronger shopping experience in a store, compared with the Internet. Online book sales at Steimatzky account for less than 1% of the company’s sales.”

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Domino’s Pizza Israel has found online consumers, CEO Yossi Elbaz said.

“Consumers’ willingness to go online is very high if they get a user-friendly and reliable interface that offers an experience that they adopt with love,” he said.

“We’ve been able to achieve 52% of sales via our online and mobile app digital channels. We’ve set a target of 60% for this year.

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