Service enhancements like nationwide deliveries on Saturdays, more precise delivery times and alternative collection formats generate record sales in the first six months

On course for growth: increases sales by 4.6 percent

The biggest Swiss online grocery retailer is again showing strong growth in 2016: during the first six months of the year, customers spent 93.6 million francs at, Migros’ online supermarket. This corresponds to a 4.6 percent growth in sales compared to the previous year. More precise delivery times, larger regions for daily deliveries and an extended PickMup collection point network have driven this growth. 40 percent of orders were placed via a phone or tablet, one percent point more than last year. The sales of organic and Alnatura products grew disproportionately, as did food sales for allergy sufferers.

At the end of the first half of 2016, again achieved a sales record: the online supermarket operated by Migros delivered shopping valued at 93.6 million Swiss francs throughout Switzerland; this equates to 4.1 million or 4.6 percent more than the previous year. 40 percent of orders are placed on smartphones or tablets, which is a growth of one percent point over the previous year. The level of sales at DRIVE collection stores also grew positively: it exhibited even stronger growth than sales with home deliveries.

It all combines to give four years of successive growth. CEO Dominique Locher asserts: “The demand for convenience is continuing to grow strongly. Having groceries delivered is becoming the norm amongst the general population.” Figures from the Swiss Online Merchants’ Association (VSV) attest to the growth of the online market: in 2015 Swiss online and mail-order sales amounted to 7.2 billion francs, a 7.5 percent increase from the previous year. ‘Traditional’ sales on the other hand simultaneously shrunk by 2.3 percent.

Geneva and Lausanne also with more precise daytime and evening deliveries as of 2016
Thanks to a continual improvement of services, shopping at is now even more convenient and offers more precise delivery slots. has further narrowed the time slots for its deliveries in three large Swiss cities. Customers in Geneva and Lausanne have been able to choose between four short delivery windows between 16.30 hrs and 21.00 hrs since March. The same service has been available to customers in Zurich since October 2015. What’s more, there have been shorter delivery windows since October 2015 in over 40 more Swiss cities. Here, customers can go online in the morning to opt for a midday or afternoon delivery.
The increased number of delivery windows is enabling the online supermarket to reach new customer segments: professionals who only arrive home late in the evening and residents of apartment buildings who don’t want their shopping left outside for hours. SMEs, schools and crèches as well as persons who are at home during the day have made brisk use of the daytime delivery service.

New PickMup collection points
The Migros Group is also in the process of establishing a dense network of PickMup collection points. In doing so, it is linking its vast branch network with the online shops of the Migros Group. Customers can have purchases from retailers like, Ex Libris, Digitec, Galaxus and Micasa in migrolinos as well as shopping centres and fitness parks delivered to them. now operates 17 (previously 11) PickMup collection points and is continually increasing this number. The DRIVE collection centers in Staufen (AG) and Studen (BE) now also double as PickMup collection points. Ernst Dieter Berninghaus, head of trade at the Migros Cooperative Association and board chairman states: “PickMup is a strategic milestone. We are the first grocer to give our customers the option to shop across multiple store formats. These cross-channel initiatives have allowed us to gain the trust of customers. In rolling out PickMup, Migros is seeking to place 90 percent of the Swiss population within 15 minutes (maximum) by car of their nearest collection point.”

Disproportionately large sales growth for organic, Alnatura, food intolerance and dietary products
Sales of organic products at have been growing above the norm: compared to the previous year, sales of around 1080 organic, Alnatura, Alnavit (gluten and lactose free, natural juices) and Alviana products (natural cosmetics) grew by 27 percent. Nine out of ten customers buy an organic and/or Alnatura product. This allows to contribute to the sustainability concept of the Migros Group. customers also purchased diet products and foods for allergy sufferers at an above-average frequency: the sales of products in the aha range grew by 18 percent in the first six months.

Potential in the food market – piqued competition also looks to the future with optimism. Dominique Locher expects an acceleration of this development. Comprising around 47 billion Swiss francs, the total market for food is the most important – and the one with the greatest online potential. He explains: “The volume of the food market is underestimated: currently only around 1.8 percent of food is purchased online in Switzerland. A single percentage point more corresponds to a sales growth of 470 million francs.” — Results 1st half of 2016:

1st half of 2015

1st half of 2016

Performance 2015/16

(CHF million)



+ 4.1 million / + 4.6 %

CO2 savings* (tons)



+ 57 / + 8.7 %

Share of orders from mobile devices**
(smartphone, tablet)

39 %

40 %

+ 1 % / +2.6 %

* Collective delivery by as compared to private shopping trips in a car
** For the month of June


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