Six months after the launch of their strengthened cooperation, Bio-Planet and Collect&Go look back on a clear success during this "Bioweek". More and more customers are combining classic products with organic in one online order, and almost half of them continue to do so. The integration of a large number of Bio-Planet products into the Collect&Go offer significantly lowers the threshold to organic and also reaches a remarkably younger audience. The initiative demonstrates that customers are increasingly making a conscious choice to add to their shopping basket - in a way that remains simple and accessible.
Since mid-November, customers have been able to easily order Colruyt and Bio-Planet products together via Collect&Go, with pick-up at a collection point or home delivery. What was initially a practical extension of the offer has quickly turned out to be a strong lever for more conscious consumer behaviour towards organic products. After six months, it appears that the concept is working well: of all customers who used the service, almost half have already done so at least a second time.
"With 39 shops in Belgium, there is not always a Bio-Planet nearby, and thanks to the accessibility of Collect&Go, we can provide more than 50% of Belgian households with a wider organic offer through pick-up and home delivery. Especially in Brussels and other large cities, we see that Collect&Go customers are really open to expanding their traditional shopping basket with Bio-Planet products and also like to have this delivered to their home," says Tom De Prater, Director of Collect&Go .
Younger target audience
The concept is also rejuvenating Bio-Planet. Whereas Colruyt Group's bio specialist usually does well with a clientele older than 35, this service clearly appeals to a younger age category (24-35y). "For Bio-Planet, this means an important step in accessibility, visibility and growth," says Jan Van Holsbeke, Business Unit Manager of Bio-Planet. "We are reaching new customers and making our healthy range more relevant to a broader target group."
Broad adoption across product categories
The success of the partnership is also reflected in purchasing behaviour. Customers not only choose specific healthy and sustainable products, but incorporate organic across different categories into their shopping basket Top sellers of the Bio-Planet range within this service are diverse. From fresh organic products like cottage cheese and chestnut squash to drinks like kombucha and non-alcoholic beer, and dry foods like whole-wheat pasta and breakfast cereals, organic seems to be increasingly becoming a full-fledged part of weekly online shopping.
Ambition: making organic even more accessible
Today, all Bio-Planet products can be ordered and collected online, in a Bio-Planet shop of your choice. For customers of some 100 collection points at Colruyt and Okay (which is about 40% of all Collect&Go collection points), customers will find a large selection of Bio-Planet products that can be ordered online, complementary to and can be ordered together with the Colruyt range.
The best scoring regions for this are Ledeberg, Ghent, Heverlee, Oudergem, Nivelles, Uccle and Kessel-Lo. The positive results confirm Colruyt Group's ambition to make healthy and conscious consumption easier and more accessible. "Colruyt customers who want to go a bit further in health and/or sustainability with the Bio-Planet products are taken care of thanks to Collect&Go. That convenience is and remains very important, and we therefore look forward to systematically increasingthe number of Collect&Go pick-up points and home delivery with Bio-Planet assortment in the coming year," Tom and Jan conclude.
