Bodega Aurrera: eCommerce at the Base of the Pyramid

Bodega Aurrera, serving the base of the pyramid and Walmart's main Mexican format, is considering launching a full eCommerce channel as Covid-19 has erupted in the country. In 2019, Bodega Aurrera accounted for 45% of revenues and 2,748 of Walmex's 3,416 stores. Having introduced eCommerce with the high-income segments served by its Walmart and Superama formats, Walmart Mexico (Walmex) had slated an online channel for Bodega Aurrera in the next three or four years, considering that its core clients belonged to the C and D socioeconomic segments. However, with the onset of the Covid-19 pandemic, retail store sales plummeted and analysts around the world began to note that sales on digital channels were surging. In late April 2020, Lilia Jaime, the CEO of Bodega Aurrera, wondered if this was an opportunity she had to seize. If so, she had to act right away, ahead of her competition. Yet, normally, the established procedure to introduce a full online channel involved the Walmart Bentonville, AR headquarters at both business and Information Technology (IT) levels, and it would take several months. The only way to launch quickly, the experienced Walmex eCommerce team told her, was by bringing in an outside firm with an eCommerce framework already in place and mounting Bodega Aurrera on top of it. To their knowledge, this had never been done at Walmart before. Also, she would have to carve the initiative out of her own approved budgets, at the expense of projects she already considered a priority. But were the families at the base of the pyramid ready to place grocery orders online and trust paying through digital channels? And if Lilia went ahead and it didn't work, she would risk inflicting serious damage to one of Mexico's most beloved brands.

• Business models
• Marketing channels
• Technology adoption lifecycle