A store synonymous within sustainability

It took a lot to get here, but less than a year after rolling out its operations, Superstore is ahead of the curve with innovation and sustainability.

On the surface of it, the brand appears as a sophisticated online shopping platform, with top quality items, easy prices, an ever-expanding range of products, and delivery service to your door, all just a touch away.

But behind that is a whole new world steeped in sustainability and a bustling team of young minds, vibrant and convicted in their stride for excellence.

The business which launched in mid-June, was the result of at least three years of planning, research, and implementation, with the goal to deliver not only the best e-commerce delivery service in Fiji - but also a unique business model which, may not exist exactly like this anywhere in the world.

Eight months into operations, business is rolling ahead, full steam and unrelenting.

“We’ve always aimed for the impossible, get everyone to work towards that, and create that urgency,” a spokesman for the company said.

“One of the difficult things about trying to start up in Fiji is in the urgency; Fiji time is great if you’re coming here for a holiday, but if you’re trying to run a business, it’s different.

“Every month, we’re improving and learning from situations that we need to tighten.”

The team at Superstore’s Valelevu facility.

Photo: FREDERICA ELBOURNE

QUANTUM LEAP

Superstore’s outreach hovers at around 10,000 users.

The convenience of its delivery service has changed the way most families shop.

The affordable expanding range of items, and time-saving component of the service,

has earned the company praises from various customer segments.

“For too long, Fiji has been in the past,” the spokesman said.

“With Superstore, this has been a leap forward.”

“You must give customers the confidence to do business through apps, which is why Superstore went above and beyond with customer service, planning against likely scenarios of obstacles.

“You won’t know until you’ve crossed a certain level.

“As orders increased, we discovered there were many things we needed to fix.

“We’re not perfect yet, but our goal is recording improvement every month.”

Women in the workplace say Superstore has saved them time.

One of its best features is in saving time and travel.

Currently delivery fee is a flat $3, or free over $150.

“Some of our earliest adopters were single parents, or children ordering for their elderly parents who had to go to supermarkets; they struggle to go to town, to take the bus for groceries, it’s a common thing in Fiji,” the Superstore spokesman said.

“We’ve increased access to markets, and the rate of spending has gone up because of our business.

“Before we came along, you couldn’t get an ice cream at 2am or get things at different times.”

Superstore is changing traditional shopping behaviour, meaning people can now shop more frequently and impulsively as their needs arise - which we believe will grow consumer spending.

“There will always be a place for traditional retail; we simply aim to provide more options for the community we serve,” the spokesman said.

“We support other smaller traditional retail businesses.

“Some of our biggest customers are the little canteens and stores because they don’t have the scale to procure directly for themselves and are often a one-man operation; so, ordering from us is much better because we’re price competitive and can deliver smaller quantities directly to them.”

Superstore’s alcohol delivery closes at midnight, in line with liquor laws.

“Our intention is to contribute positively to our community, beyond the services and affordability we offer; we also hope to help reduce drink driving, a big problem in Fiji,” the spokesman said.

FULL-ON HEADQUARTERS

Superstore’s Operation Room is a hub that monitors its fleet of delivery vehicles, to assist in external factors which can cause unpredicted delays.

Those external factors include traffic and accidents, weather and road conditions and issues like customers entering the wrong addresses, among small things that can compound and cause delays.

Superstore delivery drivers wear a panic button, which when activated, sends an SOS to the Operation Room. It is also a device for drivers to communicate with the back-office team.

Mounted on a wall are several electronic monitors that provide a 360-degree view of each vehicle.

All the packaging material is 100 per cent sustainable and locally made; small boxes, big boxes, and paper bags of varying size.

Photo: SUPERSTORE

SUSTAINABILITY

Even with the fast-paced high-tech level of innovation at Superstore, the other part of its business is in sustainability.

At least two classic examples are evident in its operations, namely packaging and transportation.

“All the packaging material is 100 per cent sustainable and locally made; small boxes, big boxes, and paper bags of varying sizes,” Superstore said.

Electric vehicles add to the company’s sustainable portfolio.

Superstore’s first fleet were scooters, but not many drivers had the proper licence to operate.

“We had to train the drivers, which took time and caused lags between our need for drivers and getting them on the road,” the spokesman said.

Its two-wheel vehicles are for express deliveries. But express delivery is subject to availability of vehicles, considering traffic conditions.

“With express delivery, we aim to deliver to customers within the hour, but truthfully we are re-evaluating our delivery options and pricing strategy to provide more accurate delivery times, and even more affordable options” the spokesman said.

Three other models of transportation have since been introduced to meet rising demand, and weather the elements.

“We have some more traditional looking electric vehicle vans, and some more unique four-wheel vehicles” Superstore said of the new addition to its fleet.

By the middle of next year, Superstore will introduce green energy.

“We will have solar panelling on the roof; we want to be 100 per cent powered by the sun, unfortunately our growth has outpaced our ability to produce solar power,” the spokesman said.

Every time you purchase through Superstore, you’re offsetting the carbon you would have used to go to the supermarket, or even taken on a bus, which is the most sustainable retail option locally.

Behind that is a whole new world steeped in sustainability and a bustling team of young minds, vibrant and convicted in their stride for excellence. Fine examples of that include Superstore’s head of marketing, Jordan James (left), and innovation manager, Santosh Rout.

Photo: FREDERICA ELBOURNE

EXPANSION

Expansion to other divisions around the country will only take shape after Superstore’s Valelevu plant has fully optimised its business prospects.

“Once we are confident, we have understood and met every part of the business here, the next step will be to branch out to other areas of the country,” the spokesman said.

Feedback: frederica.elbourne@fijisun.com.fj