You are in charge of e-commerce and digital. What are the KPIs of your online activity?
Julien Tessonneau: There are 3 things we focus on: Customer satisfaction, Sales and Profitability. In Thailand, online customers prefer their groceries to be delivered to their doorsteps over the click & collect model given delivery fees here are cheap, and fast delivery speed is vital to keep our customers happy. As such, we have developed a model to deliver products to customers in as little as 25 minutes by partnering with delivery platforms and launching Quick Commerce. In terms of online sales, we will likely end this year with 10 times the sales we did a few years ago when I joined, from 1% to 10% of the company’s business. In terms of profitability, e-commerce was almost break-even in 2020.
