What is the key behavior or lifestyle that drives JOKR's sustainable retention?

Basically, sustainable retention is driven by customers realizing that all their daily needs on the grocery side can be fulfilled by companies such as JOKR. What do customers need? They need water, vegetables, fruits, other fresh products, milk, eggs, certain convenience products and so on. It's that easy to order via the app, the delivery is that fast, and you always get what you're looking for.

Coming back to the competitive factor -- if you make the proposition work, why should the customer switch? People say the barriers to entry for other players to get into a similar on-demand type of model are low. Maybe they are. I would object that they're not that low because you need to make sure that you build out operations, especially on the supply chain side, which are very complex. But if the service works, if customers get what they're looking for, and if you always deliver in a very reliable way, why should the customer switch?

You establish a behavior, a habit. That's why we called it JOKR -- because we think we can, at some point, make it a synonym for grocery shopping. You “google it,” you “tweet it” and you “JOKR it.” That's where our domain -- JOKR.it -- comes from. It's the synonym of a habit that we are creating by making things work.