Keells supermarkets have been the island’s trusted retailer for good quality and fresh products, their customers remaining the focus of everything they do. This was no different during the lockdown due to Covid19, and more so now with life in the new normal. Keells has always prioritized listening to customers and offer them what they need. Right now, the organization understands that safety, convenience and ability to save money during these trying times is paramount. The pandemic has affected many aspects of life and how businesses operate. Before Covid-19 struck, customers made visits to the supermarket a family occasion, taking their time shopping and enjoying the experience. “We understood based on feedback that lifestyles and priorities of our customers have fundamentally changed and it is important now more than ever that we understand this and make sure we are there not only for our customers but also our communities with solutions they find important,” said Charitha Subasinghe, President – Retail Sector, John Keells Group. In adapting to the new normal in shopping habits as well as macro level priorities of our customers and communities, Keells has a multi-pronged approach to making sure they are ready with the right solutions.
1. Convenience through quick and safe service and a revamped online shopping experience: Safety during this pandemic has appeared as a key factor customers consider and to this extent, Keells became the first supermarket chain in Sri Lanka to obtain the Covid -19 safety management certification by SLSI. Ten stores are certified as at now and the other stores also adhere to similar practices as we work towards certifying more stores. Offering a fast and efficient service at checkout counters and fresh weighing counters with express counters for top up shoppers is another way Keells ensures customers can shop fast.
The customer service team has also been upskilled to be able to handle customer inquiries and feedback. The revamped Keells website now offers customers a seamless online shopping experience with a wider range, quick and cost effective delivery as well as the ability to place an order and collect it at any store via the ‘Click & Collect’ feature ensuring we meet the varied needs of our customers.
2. Freshness backed by a Freshness Guarantee: Keells gets their produce within 24 hours straight from the farm. Rigorous quality checks ensure that only the freshest produce reach the customer. In 2019, Keells introduced a new mechanism to track the shelf life of products. This means that the team knows when the item was harvested and brought into the store through an easily identifiable date code.
The newly introduced chilled pizza range at selected stores made fresh in store with no added preservatives at an affordable price offers families the quick and easy solutions for dining at home. Keells continues to offer ‘Double Your Money Back’ if any item you purchase is not fresh. This applies to all fresh items offered at the supermarket such as fresh vegetables, fruits, seafood, meats, juices, pizzas and a range of hot food. This promise is now extended to all online and ‘Click & Collect’ customers too.
3. More savings due to affordable own label products and promotions: Understanding that the ability to save is important, Keells developed a concept called ‘Everyday Low Prices’ that provides selected everyday essentials at a low price. This constitutes a weekly basket of essentials for a family. Keells also has over 350 of their own products priced 10% or lower than regular brands providing customers access to lower-priced, high-quality products. As the range covers a majority of household needs this gives a family savings on everyday shopping.
Keells continues to offer great savings of 25% for Nexus members on selected essentials, groceries, fresh and household items, rewarding raffle competitions and further savings through credit card offers.
4. Supporting communities: During these challenging times our responsibilities extend further to our wider community. Taking care of communities is another important aspect of what Keells do. A program was established and expanded to donate consumable, fresh produce left over from the daily sales to a partnering charity organization to be distributed to deserving communities. Weekly 350 persons indirectly benefit from this program. Keells Wyawasaayaka Saviya is a unique community project which is aimed at uplifting the standards of small scale suppliers in order for them to develop and access the larger modern trade markets.
This is a major CSR initiative in which we are partnering with NEDA (National Enterprise Development Authority) which is one of the established entrepreneur development government bodies in Sri Lanka to identify and provide small scale suppliers with the relevant expertise and skills to ensure they adapt to the current business conditions which will ultimately enable them to gain access to markets in a sustainable manner.
Currently 18 small scale entrepreneurs are following the program. Selected stores have also opened up car park spaces for small scale entrepreneurs to sell their products and obtain an additional source of income at no extra cost. Being agile, flexible and adaptable has worked well for Keells in understanding consumer mindset and delivering on the needs to suit the new normal. As a responsible corporate, Keells understands the importance of supporting the wider community to emerge from this pandemic, together as one nation.