Tigros Project

In 1979, Luigi Orrigoni, an entrepreneur from Varese, opened the first Tigros supermarket in Castronno (VA). It was the beginning of his career in the food sector, characterized by a great attention to the needs of the emerging mass-market retail.

Tigros mission has always been to serve its customers in the best possible way and offer them the highest quality products, while building a relationship of genuine trust. Tigros is attentive to changes: in 2013, together with some partners, they decided to study some French stores that practiced the Click & Collect service, i.e. the process by which customers perform the order online (“Click”) and collects (“Collect”) their purchases in the selected store.

The Click & Collect was still an unknown model in Italy when Tigros decided to import it. The company goal and the request for Digitelematica was to design an online shopping system able to offer to the customer a satisfying shopping experience, similar to the physical one. 

«The customer who arrives at the store and the customer who buys online for us are on the same level».

PAOLO ORRIGONI | CEO Tigros

Our Plan

Grocery stores are one of the most complex industries in the e-commerce world, due to the need to manage products by weight, have fresh and ultra-fresh products and elaborate delivery systems.

For Digitelematica the solution to these problems is MarketSuite, a modular management system of the entire business process, from the acquisition to the execution of the order (all in web technology).

Partnering with Tigros, Digitelematica has redesigned the experience of the online consumer, elevating it at the same level of the one experienced by the traditional consumer. 

Today who shops online with Tigros can enjoy two services: Drive and @Casa.

Tigros Drive allows customers to shop for the needed items and then collects them at a supermarket of their choice at the preferred time. The service is absolutely free of charge: it is Tigros that absorbs the costs of the employee who physically does the shopping. The customer can find the same promotions both buying online and in stores.

Tigros @casa, instead, is a food e-commerce service with home delivery, currently active in 44 municipalities in the province of Varese (a number destined to grow).

The service has a cost of €6.90 for a minimum purchase amount of €39, but there are several promotions that allow the customer to save on the delivery.

The online shopping system apparently has only one drawback, which is the lack of the sensory experience of shopping. Our technology, however, is designed to come to the aid of the consumer. With our platform the customer can buy apples by the number, or choose the cut of the meat, just as they were talking to the butcher. Customers can decide how they want their sliced meat cut, or ask for their fish to be cleaned and de-boned. What’s more, in many stores, the person who prepares the shopping is the same person who delivers the goods. The consumer, therefore, can establish a personal relationship of trust, as if they had purchased directly from the supermarket. Even the absence of a product from the virtual shelf can be overcome thanks to the option of buying a product with a similar price: an effective simulation of consumer behavior in real life.

«We have worked with Digitelematica in close contact for many months until today. We are satisfied with our choices and are deeply grateful to them for their commitment to our project».

PAOLO ORRIGONI | CEO Tigros

Results

Tigros has been growing steadily since the beginning of 2015, just weeks after the introduction of the Click & Collect system, but it was from December 2015 to January 2016 that the online shopping service really increased.

In 2016, Tigros also opened an innovative logistics center, with twenty-six thousand square meters housing all the merchandise of the sixty active supermarkets. A huge thirteen-thousand-square-meter cold storage room and bakery laboratories are located inside. This is a considerable investment, which has led to many achievements, such as the creation of a hundred new jobs and the saving, for Tigros, of a million kilometres travelled by trucks in a year. It also helped the environment with 1,300 fewer tons of CO2 released into the atmosphere.

The company success has also been a benefit for the consumer for the following reasons:

• short waiting time
• safety and an easier use of services
• 24/7 active service
• more time for family and hobbies
• greater availability of products and wide assortment

«Whenever people have believed in digital and innovation there are positive effects and more attractive jobs are created with benefits for all society. We need to believe in it and have the courage to design innovative services. We are doing that. We’ll see if the results prove us right».

PAOLO ORRIGONI | CEO Tigros