Alza is celebrating its 30th anniversary this year and is one of the largest and oldest e-commerce companies in Central Europe. The green mascot has long enjoyed cult status in the Czech Republic and is also known to many in this country thanks to the current advertising campaign. In an interview with krone.at, Petr Bena, Vice Chairman of the Board of Directors of Alza, explains how the Czech company wants to shake up the Austrian market and why Alza is well prepared for the future of e-commerce.
“Our goal is to make shopping an experience where the customer can literally order the goods ‘by thought’ and the delivery is so fast that it is reminiscent of teleportation,” Bena explains the company’s vision. A service that aims to fulfill this promise is “Ordered before midnight, delivered to AlzaBox in the morning”. For customers in Vienna this means: if they order before midnight, they can pick up their goods the next morning.
AlzaBoxes for shorter delivery distances
In addition to speed, Alza relies on a broad product range, which mainly consists of IT, consumer electronics and toys such as LEGO, but also products that are not available elsewhere. “We offer our customers comprehensive after-sales service, uncomplicated returns and the option to return goods free of charge within 30 days,” emphasizes Bena. The company is especially concerned about the environment: “Our AlzaBoxes are not only practical, but also more environmentally friendly, because the packages travel a shorter distance than when they are delivered to your front door.”
From order to collection in 17.7 hours
The logistics process at Alza has been optimized to enable deliveries in record time. With more than 70,000 products in stock and an advanced internal system, Alza can keep delays to a minimum. If a customer orders until shortly before midnight, delivery in the AlzaBox can take place only a few hours later. On average, the time between ordering and collection in an AlzaBox is only 17.7 hours. “No one else offers such speed with such a long range,” says Bena.
Despite the focus on online services, Alza also has a physical presence. There is a branch on Favoritenstrasse in Vienna and a second one will follow later this year. “More than 1,000 of the best-selling products are immediately available for collection,” explains Bena. Alza also wants to appeal to customers who value personal advice. There is also the option to manage orders via the Alza app and save time when collecting.
Iconic mascot as advertising ambassador
The company’s trademark is the green mascot, which has long enjoyed cult status in the Czech Republic. With humorous advertisements and an active presence on social media, it is much more than just an advertising figure. “It is the face of our brand and reminds people that we always provide the latest technology and excellent customer service,” says Bena.
Alza has been active on the Austrian market since 2017. The reactions from customers in this country are always positive. Bena: “Our customers especially appreciate the speed and simplicity of shopping.” The high level of satisfaction is reflected in the rating on the rating platform Trustpilot, where Alza, like the Vice Chairman of the Alza Board of Directors, has an excellent rating of 4.7/5. highlights of the directors.
Reduce C02 emissions and less packaging
But what does the future bring? “We see the future of shopping primarily in speed, convenience and a seamless customer experience. Alza wants to further expand the concept of ‘ordering by thinking, delivering by teleporting’,” Bena explains. Another focus is on sustainable shopping. “Our goal is to further increase the number of packages delivered directly to AlzaBoxes in order to reduce CO2 emissions,” says Bena. The company is also committed to sustainability in the field of packaging: ‘The only sustainable packaging is no packaging’ is the claim that Alza strives for with its ‘Unpacked’ project. “However, we always pay attention to the balance between minimizing packaging material and protecting the products in transit. We carefully assess the risk of damage with each shipment. For vulnerable goods, we therefore choose packaging that offers increased protection against shocks and impacts,” Bena explains.
A major advertising campaign is currently running in Vienna that emphasizes the special service “Ordered before midnight, delivered in the morning in the AlzaBox”. “Today we have a service that no one else offers, so it makes sense to communicate it now,” Bena explains. The out-of-home campaign can be seen at metro stations and on billboards, supplemented with radio commercials and online advertisements on platforms such as Facebook and YouTube. The campaign is mainly aimed at customers who are looking for a “fast and reliable way” to buy electronics.
After Vienna, all of Austria must be conquered
With this strategy, Alza aims to further increase its Austrian market share and establish itself in the long term as one of the leading e-commerce platforms across the country. “Our mission is to make purchasing as quick and easy as possible – today and in the future,” Bena concludes.
Source: Krone
I’m Ben Stock, a journalist and author at Today Times Live. I specialize in economic news and have been working in the news industry for over five years. My experience spans from local journalism to international business reporting. In my career I’ve had the opportunity to interview some of the world’s leading economists and financial experts, giving me an insight into global trends that is unique among journalists.
