Discount Retail Chain Penny Market Italia (owned by German REWE Group) has launched a pilot test of its home delivery service in Milan and Catania. An assortment of 2,000 SKUs is available on the dedicated website 'Pennycasa', with home delivery fulfilled by zero-emission electric vehicles.
The move into online grocery had been mooted by the brand last year, but the COVID-19 emergency boosted the soft discounter's willingness to activate a simple and immediate home delivery service at the service of its customers.
The delivery service has been developed together with e-commerce company ReStore, whose platform is used by about 30% of the online grocery market in Italy.
As part of the service, ReStore will also be responsible for picking and delivery services for Penny Market Italia. For ReStore, this will be the first partnership with a discount store.
Delivery is free of charge if a customer's online shopping basket totals more than €50.
Part of Germany’s Rewe Group, Penny Market Italia is one of the few discount stores in Italy offering a home delivery service. Its chain has 385 stores across the country.
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