Brack.ch now also sells food

Brack.ch customers can now shop for over a thousand foods, snacks and beverages from around 70 brands. The long-life foods already complement more than 5,000 existing everyday items, including baby food, baking ingredients, pet supplies, cleaning and personal care items in the newly designed "Supermarket" section. "The range of long-life foods fits perfectly with our processes and complements our assortment perfectly," says Marc Isler, Head of Marketing at Brack.ch.

At Brack.ch, the approach is based on a customer need: Unlike fresh food, which consumers want to look at and touch before buying and put the most immaculate specimens in the basket, people want as little effort as possible with stocked goods, according to Isler - the main thing is that the cupboard at home is filled simply, largely without lugging, quickly and cheaply. This is exactly where Brack.ch comes in: Anyone who orders by 5 p.m. on weekdays will have the goods in their mailbox the following business day. If desired, the order can also be picked up at various pick-up points. Same-day home delivery is also possible in eight major cities. Of course, food can be combined with all other items available on Brack.ch - from smartphones to ovo bars, Brack.ch delivers everything in one package.

As is the case every time Brack.ch opens up new product ranges, the company is building up expertise in the new area without affecting existing areas of expertise. Since November 2017, Patricia Zwyssig has been Senior Product Manager Food with more than ten years of category and brand management experience in the food industry. Since January, she has been supported by Sophia Lammer, who also brings industry and e-commerce experience. On the system side, Brack.ch did not have to adapt much: The processes are very similar for shelf-stable foods as they are for the other assortments already on offer. Adequate cushioning is provided for shipping.

From the ordinary to the unusual

At the start, Brack.ch is focusing on bestsellers, favorites, and cult products in its food range. It will be continuously expanded with additional products and brands. According to a statement, the addition of wine and spirits (sale against proof of age) will be examined before the end of the year. The integration of Ziano.ch, Swiss e-commerce award winner 2017 in the start-ups category, is expected to add selected delicacies and unusual specialties from around the world from April. Services such as subscriptions, packages and shopping lists are planned.

Taking a slice of the online food market

Brack.ch has steadily expanded its range of fast-moving consumer goods in recent years. Having already successfully launched the coffee/tea (2008), near-food (2014), baby food (2016), pet supplies, baking and sports nutrition (all 2017) ranges and maintaining relationships with these FMCG suppliers, it is obvious to also enter the shelf-stable food trade.

Not least because the online food market in Switzerland is still underdeveloped, the company wants to get a piece of the pie as early as possible and help shape the market, the statement continues. The food range is also attractive for the online store Brack.ch, which already covers almost all areas of its customers' lives, in order to increase the frequency of orders. The food range is therefore an ideal fit for the "Brack.ch Plus" customer loyalty program, which makes it more attractive to order more frequently from Brack.ch by eliminating the small-quantity surcharge, and for the "Brack.ch Order Button" WLAN ordering button, which makes it particularly easy to reorder frequently used products at the simple push of a button. (pd/hae)