In recent years, many companies operating in the e-grocery segment have appeared on the Polish market. Among them, a prominent position was taken by Everli. The company originated in Italy, and its presence in Poland is of great business importance. The main purpose of the communication strategy for the Polish branch of Everli is to promote the brand among individual clients and in business environments.
Why is it worth shopping for groceries online? How is Everli different from similar solutions available on the market? What type of shopping can be done with Everli? What is the unique brand proposition, and who are the “Shoppers”? We answer these questions in ongoing communication dedicated to the client.
About the client
Everli is an application and website for online grocery ordering. In Poland, Everli (previously operating as szopi.pl) has been on the market since July 2020 and covers nearly 11 million users. Today, Everli is used by residents of 47 Polish cities, using the platform to buy food products that can be found on the store shelves of all of Everli’s trading partners. These are, among others: Auchan, Carrefour, Kaufland, and SPAR.
Everli Shoppers, i.e., people delivering purchases, travel many kilometers in each city to deliver the ordered purchases to the indicated address at the agreed time.
Goals and Challenges of the Project
The main goals of our communication were to build brand recognition in the e-commerce industry; strengthen Everli’s image as a modern, friendly, and reliable company; and show individual clients that using brand services brings a number of benefits.
From the beginning, the priority in the communication strategy was to inform journalists, clients, and users of social networks that we were dealing with a new and innovative trend. While online shopping has a long tradition in Poland, buying food products only gained popularity in 2020 when everyone was struggling with pandemic restrictions. Ordering milk or fruit online was not a typical consideration at the time, but it has now become a necessity for many people. The world of e-commerce felt an injection of energy, and the e-grocery market began its path to success.
Implementation of the Project
While providing communication services to Everli, we paid attention to many aspects of the brand’s activity on the market. Our media relations services mainly included providing information on the following:
- Acquiring funds for operations. The company has its roots in the startup culture, and its expansion is largely related to the capital of investment funds.
- Establishing contacts with new trading partners. Everli cooperates today with the largest retail chains in Poland.
- Brand expansion into new locations. Everli is already in nearly 50 large- and medium-sized cities.
- Promotions and special offers. The brand regularly offers cashback and price promotions.
The Effects of Our Activities
Over the past two years, the media has published over 150 materials in which we presented the company’s activities.
An important topic is informing the Polish recipient about the raising of capital by Everli. This content was used to strengthen the brand’s credibility in the eyes of customers and business partners, i.e., large food chains. Information on fundraising by Everli appeared in business and trade-related portals.
Everli’s business model is based on cooperation with leading retail chains in Poland, including Auchan, Carrefour, Kaufland, and SPAR. Information about cooperation with popular chains and signing new contracts strengthens the brand’s credibility and makes it easier for the company to establish contacts with new partners.
Everli’s expansion in the Polish market is progressing at a fast pace. The brand began its adventure in Poland in several of its largest cities. Currently, after two years of operation, Everli is used by the inhabitants of 47 medium- and large-sized metropolitan areas.
Each appearance of Everli in a new city required media coverage. Within two years, more than 50 publications for the clients of the Everli application appeared, which strengthened its position in local markets, among others, thanks to the special promotion of its services.
Everli as an Expert
While building the brand identity in Poland, we also carried out expert activities. An example is a report on grocery purchases that the Come Creations Group agency prepared together with the research agency SW Research.
Interviews with the CEO of Everli Poland, Anna Podkowińska-Tretyn, and her opinions about e-commerce were published in leading business media, including Busines Insider and Forbes. The articles met with great interest from the industry and the public.
Everli’s “Shoppers” are people responsible for the implementation and delivery of purchases to the address indicated at the specified time. Shopper, as a personal concierge, i.e. customer manager, is a unique idea of Everli. In each publication concerning the brand, we paid attention to the important role of Shoppers in the entire purchasing process. We presented the character of their role and work in articles for select local markets.
We Show the Unique Value of Everli
Over the last two years, over a dozen companies dealing with the delivery of food products to the customer’s homes have started operating in Poland. It was crowded on the market, and thus the communication challenge was and still is, to stand out. Therefore, in each communication activity dedicated to Everli, we emphasized the global reach of the brand and its dynamic development in European markets, as well as its innovative nature.