auchan's chronodrive: a click and collect innovator
DESCRIPTION
In this case study, Verdict examines French grocer Auchan's click and collect e-commerce model, Chronodrive, which has proved innovative in the food retailing sector. This brief explores the growing demand for e-commerce, and specifically the significant growth achieved by the click and collect format. It considers the different features of Chronodrive's proposition and importantly, provides action points forgrocers looking to adopt a click and collect model. In its examination of Chronodrive's approach, this brief will provide an indepth look at its business model, the click and collect concept (including its transactional website)...TRANSCRIPT
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Auchan's Chronodrive: A Click andCollect Innovator
Sample what Verdict has to offer by collecting your free retail and innovations case study. Verdict examines French grocer Auchan's click and collect e-commerce model, Chronodrive, which has proved innovative in the food retailing sector.
Summary
Verdict's Retail Innovations case studies were launched in 2010. Each profile provides an evaluation of a company that stands out due to a set of unique characteristics, or a particular strategic initiative. In this case study, Verdict examines French grocer Auchan's click and collect e-commerce model, Chronodrive, which has proved innovative in the food retailing sector. This brief explores the growing demand for e-commerce, and specifically the significant growth achieved by the click and collect format. It considers the different features of Chronodrive's proposition and importantly, provides action points for grocers looking to adopt a click and collect model. In its examination of Chronodrive's approach, this brief will provide an indepth look at its business model, the click and collect concept (including its transactional website), warehouse locations, new formats, products, pricing, and loyalty scheme.
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Features & Benefits • Enhance your website by gleaning ideas for engaging your click and collect
customers and ensuring they have all the site functionality required.
• Develop your customer service proposition by understanding how Chronodrive operates its warehouses and what specific commitments staff must meet.
• Maximise promotion of your brand by using marketing channels that click and collect customers will be most exposed to.
• Target new consumer groups by uncovering how Chronodrive has attracted pedestrians, cyclists and those seeking complementary retail experiences.
• Develop a loyalty program which complements the click and collect format by learning more about how Chronodrive operates its Chrono+ scheme.
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HighlightsChronodrive has expanded rapidly, with the number of locations in France increasing from three to 28 in just three years. Stores can generally be found in out-of-town locations close to major suburban transport routes though the retailer has also opened a warehouse in a more central location where it caters for cyclists.
Chronodrive offers consumers a choice of over 7,500 SKUs online, as well as 500 items that do not have to be pre-ordered on the internet. These can be selected from computer terminals at the warehouse, providing a last minute option for those that have forgotten to order some items or for those who want to use it as a convenience retailer.
By operating a warehouse model, there is a high investment cost in the building. For Chronodrive this was in the region of €1.5m–2m. However, running costs have been kept to a minimum, especially as the number of employees is considerably lower than a traditional store, with a maximum of just 12 full-time staff required at any one time.
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