Grupo Modelo, owner of Corona beer, has decided to transform its home shopping platform, Modelorama Now, to another called Ta-Da Delivery, which delivers cold beer to buyers’ homes in a period of between 30 and 35 minutes. .
One of the changes that Ta-Da has compared to Modelorama Now is that it allows consumers to choose the option to buy the presentations of their brands in returnable containers, as is the case of the family-size Negra Modelo, which contain one liter of liquid. .
Beer manufacturers have been affected by the shortage of glass and the increase in aluminum prices generated since last year, as a result of the stoppage of economic activities in Asia due to the different waves of Covid-19 and the volatility generated by the conflict. in Eastern Europe.
With the change of logo from a beer mug to a hat that has several beers inside, and the color changing from yellow to purple, the company also wants nearly 10,000 Modelorama stores to become the distribution centers of this platform.
After the change, it will be the entrepreneurs, owners of the Modeloramas, who will be in charge of hiring the delivery men, who will be able to identify themselves by the purple delivery backpack. For now, this delivery force has 800 employees.
“We have to promote our technology, innovation and ambition to provide a better service to our customers so that they have the beer they are looking for,” said Rodolfo Vargas, director of the creative area of Grupo Modelo, in relation to the shortage of some beer brands in the group on the platform.
In the long term, the company plans for the neighborhood stores to integrate into this ecosystem.
“There are 300,000 points of sale in the traditional channel that are perfect candidates to be part of this value generation ecosystem, so that they also become distribution points, that allows us to digitize the traditional channel,” Vargas explained.
A home made development
With this platform, the company found an opportunity to capture consumers who, due to the pandemic, increased their beer consumption at home amid the closure of restaurants. The manager assures that this trend continues and that it will even continue in the short term.
The development of the application was carried out in house , by collaborators of the beer group, just like Modelorama Now at the time, and other of its platforms such as BEES, aimed at stores and other businesses. The company did not disclose the amount of resources allocated to the project.
The manager did not reveal the percentage of sales through this channel, nor his projections, but in July of last year, the company told Expansión that sales through Modelorama Now represented 1.5% of the total sales made. in the Modelorama. Until now, there are more than 500,000 downloads of the app.
Ta-Da delivery has a presence in 23 cities in the country, including Mexico City, Guadalajara and Mérida. Meanwhile, there are physical Modeloramas stores in others such as Tijuana, Ensenada, Saltillo, Torreón, Monterrey, Mazatlán, Zacatecas, San Luis Potosí and Cuernavaca.