We will be delivering your groceries today! We expect to be at your address between 20:00 and 20:20!”
The doorbell rings. At 8 pm precisely. Quite an achievement in central Amsterdam. No doubt it helped using a small electric cart that can be parked on the pavement rather than arriving in a large diesel truck. A smart young man is standing at your door with the groceries. He shakes my hand and says: "According to my information, you are a new Picnic customer. I will quickly explain how we work!”
The plastic bags are a particular point of attention. This is because they are bio-degradable and you can return them during the next delivery as well as get the deposit back. Wow, what personal service! You feel slight excitement when you realise that everything checks out! These people know what they are doing. And the strongly present digital component quickly makes me think of my own professional field. Because you can learn from a company like this!
The digital world and, in particular, the new services you can develop based on smart data offer endless possibilities. The founder of UBER –Travis Kalanick – spoke during a keynote about the four ‘Dimensions of Magic’ to explain his company’s success: Time, Calm, Joy and Money. It would appear that Picnic also scores handsomely on these four dimensions.
Time. Picnic’s excellent algorithm means they are able to predict exactly when the deliverer will arrive. In the morning, the app receives a notification informing you of your exact 20-minute time slot. Aside from the online ordering process, they have especially resolved the delivery problem in my opinion.
Calm. Providing a full-service solution to the customer by delivering their groceries to their door. Initially with a rather limited range of products, so I have been told, but that appears to have since been expanded considerably.
Money. No delivery charges and a low-price guarantee because you have no physical supermarkets. Very smart.
Joy. Ah well, of course pleasure is something very personal. My young daughter was delighted with the whipped cream cake we got with our second order. Personally, I think the electric carts are a huge improvement for the residential environment. No polluting diesel-powered trucks any more in the centre of the city, but a small silent cart that does not congest the canals.