DIA and Amazon have extended the reach of their partnership, adding Prime Now delivery of La Plaza de DIA’s range in Valencia.
Building on Amazon and DIA's existing agreement
The DIA-Amazon alliance began in September 2016, when the two companies reached an agreement that saw DIA launch an online store on Amazon. Orders from the store were fulfilled from a single La Plaza de DIA store in Madrid, with orders completed and delivered via Amazon’s Prime Now service. The Prime Now service offers Prime customers deliveries within a one or two-hour window between 10:00 and 00:00, seven days a week.
An evolving partnership
After a positive reception for the service from shoppers in Madrid, it was extended to Barcelona. Orders in that city are managed and fulfilled from a DIA warehouse dedicated exclusively to online orders.
With the recent announcement, DIA and Amazon have extended it to Valencia. Shoppers in the city can now choose from 6,000 SKU's. Unlike the Prime Now service in Madrid and Barcelona, Prime customers in Valencia can also purchase Amazon’s own products as part of their order.
Amazon’s Spanish network is expanding across sectors
As Amazon has expanded in Spain it has been able to grow its range, add-value for shoppers through its short delivery times, helping it to integrate itself into their buying habits and setting shopper expectations of what ecommerce should provide.
For example, Amazon’s partnership with Madrid’s Mercado de la Paz was the first time in history that a market was integrated into Prime Now. In Valencia, Amazon is continuing this trend by partnering with merchants from the Central Mercat de Valencia. Orders can be placed through Prime Now, with delivery charges applying on orders under €50.
Spain’s municipal markets are deeply rooted in Spanish society, and represent the Spanish cuisine’s renown for creativity, freshness and quality. Partnering with local and emblematic markets is a powerful and innovative way to increase Amazon’s brand awareness and reputation in Spain.
Furthermore, it gives Amazon the potential to boost the uptake of ecommerce in the country more widely. Amazon’s growth, therefore, should help other retailers expanding online, if they can make their offers and deliveries work. If not, Amazon and DIA, through its partnership, could benefit more than most from ecommerce’s growth in Spain.
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