Emma Heap on technology, systems and delivering hot food fast

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There are few e-commerce markets that are as dynamic and as competitive as food delivery. With the core requirements of speed, choice and quality at the top of consumers list, it is a constant challenge for the market leaders to keep up with and overcome their customer’s sky high expectations. At foodpanda, Managing Director Emma Heap has taken a technology and systems approach to help them cement their position as Singapore’s favourite delivery site. We caught up with Emma to ask her a few questions about her goals for the year ahead.

Which big e-commerce opportunity is front of mind for you going into 2016 and why?

Last year, we focused heavily on our technology and systems to build a platform to manage riders, intelligently dispatch riders, optimise routes and automate order processing for our restaurants. As a result, we were able to reduce our delivery times by more than half to just 30 minutes. With shorter delivery times, our goal is to raise the standard of food delivery time in Singapore. foodpanda partners with restaurants to enable them to incrementally increase revenue, by expanding into delivery and reaching the millennial consumer at their convenience, whilst remaining focused on their real strength, which is making great food!

The opportunity for the year ahead is to continue to provide restaurants with a channel to grow their businesses by over 20% (without any fixed or upfront costs) and by doing so bring Singapore’s best dishes to customers at their convenience in just 30 minutes!

How will this opportunity impact your work in the coming year?

To be the leaders in the food delivery industry we need constant technological and social innovation as the needs and habits of the millennial consumer are constantly evolving. We have already responded to consumer demand for healthier options, and faster delivery times and we believe both trends will continue this year. Along with the healthier dishes on offer, we’re looking at even smarter ways to improve the offerings and service to the customers.

Who is your e-commerce industry hero and why?

Tony Hsieh, the CEO of Zappos. He authored Delivering Happiness: A Path to Profits, Passion, and Purpose. His book is a good reminder of how important it is to focus on making the customer’s experience great. There is only so long that aggressive marketing can sustain a company’s growth, and it will only work in the long run if the customers that experience your product or service are excited about the experience, want to return themselves and spread the word for you. Hsieh believed in this so strongly that at one point he slashed the Zappos marketing budget and put the entire budget into customer experience and service.

We’re incredibly excited to have Emma Heap confirmed to join us at the E-Commerce Show Asia on 20th-21st April to speak on localising e-commerce services. To book your tickets to attend the show click here for the best rates.

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