Dole mobile shopping delivery app ‘DOLEivery’ launches in Thailand, eyes regional roll-out
Fruit company Dole has launched an app in Thailand that enables customers to order deliveries using their mobile phones.
The app, called DOLEivery, is to roll out across the region if the Thai launch – which is currently limited to Bangkok -proves successful, its creator, Mobext Asia Pacific, has said.
Users pay for produce when the delivery is made or via bank deposit, although the agency says they are working on an m-payment system that will go live in a few weeks. The app is available on Google Play Store.
Arthur Policarpio, MD of Mobext Asia Pacific, a division of Havas Media, said of the new project: “The app puts Dole products straight into the hands of their customers, and it makes fruit shopping not only convenient but fun, too. They’re creating a buying experience that customers would want to repeat over and over again.”
The app was developed by Mobext’s Manila office.
Oh joy. Another mobile app story. What it doesn’t tell you is the story behind it – why would a fruit company create an app which is competing with its channel partners? And do they not realise how difficult it is to get apps noticed in the app store? Something makes me doubt that the app is going anywhere.
ReplyHi Anonymous, Based on our experience, mcommerce sales may not necessarily cannibalize into traditional retail sales. Much of the mcommerce sales generated from various companies are actually incremental in nature. Various studies show that app users (with mcommerce functionality) of traditional retailers actually spend more money overall with the retailer than non app users. On your question about the app getting discovered, Dole Asia has invested in mobile ads and is using owned media to promote the app.
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