FETCHR

— Idriss Al Rifai , Founder and CEO

The usual delivery system in the Middle East is an unpredictable one , explains Fetchr Founder and CEO Idriss Al Rifai , and this is how the Dubai-based firm can disrupt the industry with a simple solution . “ Whether you ’ re in the Middle East , Pakistan , Nigeria , Egypt or elsewhere , there are so many countries in emerging markets that don ’ t have address systems ,” he says .

“ In these regions , drivers might pick up 30 packages at the warehouse in the morning , and then they will call the consumers . The customers will then have to actually describe their location and say ‘ it ’ s the second street on the right after the grocery store ’, for instance . “ It ’ s very suboptimal because your fleet is subutilised ,” he adds . “ It ’ s also a huge pain for the consumer because they have to repeat this conversation every time they receive a package . It just doesn ’ t work and the un-delivery rate is extremely high . “ About 30-35 % of packages don ’ t get delivered because the driver cannot find the customer . It ’ s a big problem , and this is why we decided to deliver straight to your mobile phone . People spend a lot of time on their smartphones and so it ’ s a device which you have with you most of the time . “ We use the GPS location on your smartphone so you can receive your delivery anytime , anywhere – that ’ s

222 May 2018