Korin Baruch Ketner.

“As pioneers, we cater to both traditional consumers and innovative startups, and that requires us to leverage new capabilities”

Korin Baruch Ketner, VP of Commerce at Shufersal Online, was speaking at Calcalist’s e-commerce conference

"Sometimes it's hard to transition from high-tech to low-tech, but I want us to imagine a roller coaster that goes up again and again after each ascent," said Korin Baruch Ketner, VP of Commerce at Shufersal Online, speaking at Calcalist’s e-commerce conference.
According to Ketner, "In 2020, the world came to a halt and closed down, but we at Shufersal continued to grow. Because people were looking for what to do, what to prepare for meals, the market changed. Anxiety and distance pushed consumers to try new things, and we rose to the occasion. Within seven weeks, our shipments doubled, even though we were already the largest player in the market."
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כנס מקומי קום קורין קטנר סמנכלית סחר שופרסל אונליין וידאו
כנס מקומי קום קורין קטנר סמנכלית סחר שופרסל אונליין וידאו
Korin Baruch Ketner.
(Photo: Nimrod Glickman)
Ketner added that "after three years, the online food market is experiencing something new and fascinating. Since this market was established, it has enjoyed double-digit growth every year, but the last two years have brought a new reality. In today's market, the size of the pie remains the same. There are new players; all the retailers who were hesitant have entered, startups have entered, and even farmers have joined, but the pie remains stagnant. The market is ripe, and we all need to sharpen our focus.
"This reality, where we, as pioneers, cater to both traditional consumers and innovative startups, requires us to leverage new capabilities," Ketner said. According to her, "In the past, we focused on growth at any cost. During the pandemic, our primary concern was ensuring timely deliveries. But today, we are prioritizing logistical and operational capabilities. In fact, in 2018, we embarked on our most ambitious project to date—a project of automated shipping warehouses that cost hundreds of millions of shekels.

"Our warehouse in Modiin is the largest and most advanced of its kind globally, attracting retailers from around the world. Approximately 30% of our customers now receive deliveries from these automated centers, enjoying a different delivery experience. Additionally, product availability is excellent, and the quality is top-notch. For example, in refrigeration, we have a machine that creates ice to keep food at precise temperatures until it reaches the customer. When it comes to vegetables and fruit, a traditionally challenging category for online orders, we sort them three times at the shipping centers, ensuring careful packaging. Soon, we will also implement environmentally friendly processes."
Ketner emphasized the importance of offering a wide range of products. "All our competitors may have rice and diapers, but we provide a Spice House kit, specialty tea from a delicatessen, luxury cosmetics, and electrical products. These are all available for same-day delivery from the supermarket, without additional fees or splitting the shopping."
According to her, "Today, customers have numerous choices, but we already know our customers. We save them time in a pressured reality with traffic congestion. Online shopping is a quick and convenient solution. When a customer enters our website, we immediately recognize them, and as a result, each customer receives personalized messages. In the near future, our website will be tailored to each individual customer. This year, we have started collaborations that allow us to deliver products within fifteen minutes."