Food in VTB Online

2024: Service Development

On October 7, 2024, it became known that VTB would launch a food and food delivery service. It will be available through the mobile application "Food at VTB Online."

The Vedomosti newspaper told about the project, referring to information received from informed sources. It is said that Yandex may act as a partner within the framework of this initiative. You are recruiting employees for the project. In particular, an announcement appeared on the HeadHunter site about the search for the head of the product "Food at VTB Online." His responsibilities will include developing the concept and implementing "the best customer experience of ordering products and ready-made food among competitors." In addition, the candidate needs to be prepared to conduct "a large number of studies and experiments." He should have experience in launching digital retail products and experience in a position related to product development in food tech.

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Freepik

Market participants believe that VTB's new project is aimed at increasing the loyalty and involvement of the bank's customers who have installed its application. Olga Pashkova, senior analyst at Data Insight, believes that VTB is unlikely to build a fully independent delivery service. In her opinion, we are talking about an option for ordering: the buyer will see in the application a store window that will collect and deliver products. Pashkova notes that the Russian e-grocery market is highly consolidated and "it would take too much investment to enter the list of leaders."

Infoline Analytics CEO Mikhail Burmistrov says that building a "kind of" marketplace based on banking applications has become a common practice in Russia. As an example, the application of T-Bank is given, through which a credit institution earns commissions from orders, increasing the loyalty and involvement of its customers.^[1]

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