The Lyon tests, begun in late-1998, prooved so successful that Casino is now aggressively marketing the on-line grocery service (www.C-mesCourses.fr) as part of its outdoor advertising campaign across the Lyon area, home to more than three million people.
A campaign handled by Nouvelle Route, Lyon, features a loaded grocery cart on top of a computer mouse and the slogan, "Click and it's delivered!".
The ads encourage consumers to "do your shopping on the Internet" and feature prominent placement of the on-line grocer's address.
Casino plans to launch its Paris experiment under the same strategy as that used in Lyon, offering a wide number of products -- about 4,000 items, principally food -- and centralized delivery from a few centrally-located stores.
Delivery costs range from $5 to $8, depending on the time of day and location, and Casino offers free delivery to volume customers -- those whose bill tops $150.
Based on existing results of home-delivery services, Casino estimates that its on-line grocery venture could register annual sales topping $150million in the Paris area within three years.
Copyright December 1999, Crain Communications Inc.