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)