Firm debuts home grocery delivery

Firm debuts home grocery delivery

JAKARTA (JP): Those who have less time to shop no longer have
to venture into a store to get their basic necessities as a new
grocery delivery service, DialMart, will cater to their needs.

DialMart, which started operation on Tuesday, is led by a
group of local businesspeople, including film actress Lenny
Marlina.

The company's commercial director, Sahat Parulian Siagian,
said the company could deliver groceries to customers within 48
hours of receiving an order.

"We have 50 delivery cars, and our tests show that one car can
cover 1,000 addresses in one month," he said.

Siagian said the company had installed enough telephone lines
to answer about 10,000 calls a day from customers in Jakarta,
Tangerang and Bekasi.

All orders are entered into the DialMart database and are
picked up by producers the same day.

The goods arrive at the purchasers' addresses on the following
day, he said. Deliveries are free of charge.

"We do not charge any transportation cost to our customers, so
they will save time and money," Lenny Marlina, the company's
director, said.

Lenny said prices were competitive and relatively cheaper than
in supermarkets because DialMart bought the goods directly from
producers and delivered them to customers immediately.

Potential customers just fill in a simple form, which,
according to the company, is available everywhere. But it did not
specify places where application forms can be found.

The company then issues customers with cards that bear
registration numbers.

DialMart divides monthly grocery items into 12 categories,
with each category containing 12 brands to give customers a
variety of brands.

The company issues catalogs that list available products and
prices. The company also offers different payment terms in
cooperation with several banks in Jakarta.

Meanwhile, banking and marketing expert Enny Hardjanto and
other observers announced yesterday that a similar shopping
service called Bebita (Smart household shopping) would be set up.

"Bebita is PT Sumber Adi Markcel's first venture. It will use
a direct marketing system and promises convenience and cheaper
prices," said Enny.

She said that Bebita provided a safe shopping service because
customers did not need to come to shops, markets or supermarkets
in person.

"We can charge lower prices because producers have been
strongly supportive of the venture and have agreed to supply us
directly, thus cutting our costs," she said.

"The venture is in response to the difficulties which working
women and middle and upper class housewives have faced since the
May riots disrupted the supply of basic commodities in the
country," Enny, president of PT Sumber Adi Markcel, said.

Customers register purchase orders with Bebita's management
who then process the orders and arrange for the direct delivery
of merchandise from manufacturers to customers.

Manufacturers participating in the venture are Unilever,
Nestle, Kao, Indomarco and Tiga Raksa, the statement said.

Bebita aims to begin operations on Sunday, when it will start
sending out 500,000 flyers to prospective customers.

Bebita aims to get 50,000 customers, or 10 percent of the
recipients of the flyers.

Prospective customers must open a bank account with Bank
Universal. Payment for purchases made under the scheme will be
debited by the bank under a cooperative agreement with Bebita.

An annual membership fee of Rp 25,000 will be charged by the
company. (das/hhr)