Click and collect and drive-in shopping formats are expanding rapidly across Europe as retailers seek to capture spending from omni-channel shoppers. These models integrate online and mobile ordering with in-store pickup, allowing customers to shop flexibly. Studies show customers who use these services spend more and remain loyal. Major retailers in France, Germany, and the UK are adopting these strategies, opening hundreds of drive-in locations and expanding click and collect options. These approaches help retailers optimize existing store assets and inventory to meet changing customer demands.

1. Click and Collect poised to capture
future supermarket spend
Click and Collect concepts and drive-in formats are According to LSA, customers are typically young families
and heavy spenders (basket sizes are bigger than in hyper-
expanding rapidly across Europe as retailers seek to
markets) and once they convert to this shopping model,
capture spend from omni-channel shoppers. they tend to stick with it.
By integrating mobile and online ordering with their
physical stores, retailers can take their offer directly to Acceptance is growing. Kantar Worldpanel reports 2.3m
the shopper, reports retail and distribution optimiza- French households have visited a drive-in during the last
year and forecasts the number will rise to 4.5m by the end
tion software supplier Aldata. of 2015, equivalent to 6.1% of the market.
Click and collect and drive-in formats are a growing
phenomenon across Europe, as retailers look to capture Three models are currently under the microscope in
spend from an increasingly omni-channel shopper and France: store-based picking (the most popular), drive-in
make best use of their existing store and supply chain warehouses and standalone drive-ins, which are built
portfolios. With much physical store expansion now on away from a main supermarket. Casino opened its first
hold, leading grocery retailers are eager to maximize their solo, standalone drive-in - Casino Express - on the outskirts
investments and drive productivity of their existing assets. of Lyon in September 2011.
Click and collect also enables retailers to combine a larger
food and non-food offer in a local store. Orders can be placed online at a dedicated website but
topped up via a kiosk at the drive-in. The website has been
For the consumer, click and collect is a no-brainer with developed to show real time availability so customers are
multiple benefits, not least convenience. Shoppers desig- only able to order products that are in stock. Casino aims
nate the collection time and pick up point. They are no for a maximum turnaround of five minutes on the
longer constrained by retailer’s home delivery schedules. shopper’s arrival and a minimum of two hours from the
Mobile ordering is another bonus, allowing consumers time of their internet order.
to shop, literally on the go; while real time availability of
products on the retailer websites ensures shoppers will
never be disappointed with substituted items. In France,
leading retailers go one step further by providing an
opportunity for shoppers to vet and check their fresh
produce at the pick-up point, de-risking the purchase
and eliminating a potential barrier to online sales.
Leclerc operates 46 drive-in warehouse sites, which are
attached to stores, and is reported to be targeting 400
Drive-in formats are expanding rapidly in sites by 2015 and 700-800 by 2017-18 comprising two
France drive-ins per site - one attached to the store and one
standalone.
Research published by French retail magazine LSA put the
number of drive-in formats in France at 700 at the end of In July 2011, Leclerc opened a drive-in in a south-eastern
2011,10 times the number three years ago. Leclerc, for suburb of Paris, which is attached to the main hypermar-
instance, is reported to be opening one to two drive-in ket but totally autonomous. It manages 170 orders per
formats per week. Drive-ins are popular with mums day with an average preparation time of 10 minutes. Like
because they help them save time and are practical. They Casino Express, it offers real time stock management plus
also appeal to older shoppers, who like help with heavy the opportunity for customers to reject any fresh produce
shopping; while Parisians are reported to use these road- at pick up.
side locations to collect a weekend shop on their way
home. Al-
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respective owners

2. Click and Collect poised to capture future supermarket spend
Click & Collect grows in popularity across Making Assets work harder demands even
Europe more from your supply chain
The retailer benefits of click and collect and drive-in
German and UK shoppers are also warming to drive-in formats are clear, says Donal Mac Daid, VP marketing
formats, according to Aldata’s research. Aldata.
It found 23% of German shoppers would choose drive- “Today’s reality is one of the omni-channel shopper who
through over shopping in-store, rising to 32% of 18-34 dictates where, how and when they want to purchase.
year olds. A fifth of UK shoppers, meanwhile, admitted a The blurring of store and web retailing click and
preference for drive-in. mortar concepts enables retailers to use their existing
In Germany, Rewe launched a trial assets to offer more and sell more, whilst delivering the
Drive store in Cologne in November convenience today’s shopper is looking for. For retailers
2009 and has extended the pick-up it’s about understanding their cross-channel fulfillment
service to a further 10 Drive locations options, how best to manage inventory and to be clear on
based at existing stores. Shoppers can
order from a range of 10,000 skus,
including food and non-food items.
Metro Group’s Real,- opened its second standalone drive-
in supermarket - Real Drive - in Cologne in October 2011,
following a trial in Hanover. For Real,- a key benefit of the
model is avoiding the downside of shipping and delivery
the role they want their stores to play in this mix.”
charges associated with online shopping.
Aldata can help retailers evolve and improve their omni-
Later in December 2011. Hypermarket operator Globus
channel capabilities for their shoppers, says Mac Daid.
also followed suit and launched its first standalone drive-in
“We know how to implement flexible supply chains and
store in Ensdorf, Saarland, Germany, in December 2011,
introduce concepts that can extend assortments without
and is planning a second outlet in Rhineland-Palatinate
increasing physical space and manage assortments across
this year. Customers can select from an online range of
channels. We also understand the importance of fulfilling
6,000 products.
the order and enabling the shopper to decide exactly how
In the UK, while pilots for Drive-In are underway leading they want to shop.”
retailers Tesco and Sainsbury’s are both widening their
Aldata’s expertise in omni-channel solutions spans order
extensive Click & Collect operations to support sales of
management, order picking in distribution centers,
grocery items as well as their current general merchandise
fulfillment centers or stores; and managing the replenish-
offer – Tesco claim that 70% of online general merchan-
ment cycle of products. This capability is vital in order to
dise orders are through this channel, so there is much to
provide excellent customer service, however consumers
gain by adding grocery to this mix. Click & Collect adds to
choose to shop. The solutions also allow retailers to adapt
the retailer’s established home-delivery services.
to their customers’ changing needs, expand their offers
Elsewhere, the Co-operative, which operates 3,000 and efficiently optimize their existing store assets.
convenience stores and claims to be the most frequently
visited retailer in the UK, is planning an online grocery
service and would be well placed to offer click and collect. Sources
It could even include its high street bank and pharmacy
outlets in the mix. Experian: “European Footfall Year To Date”, Nov 2011
Mercator in Slovenia is trialing click and collect services by
Retail Times quoting Euromonitor International:
clustering smaller convenience stores around larger hyper-
“Retail Spotlight is there a future for the hypermarket store
markets, exposing shoppers to the hyper-market assort-
format”, Feb 2012
ment, which can be ordered online and delivered to the
local branch.
Commerces & Territoires quoting Kantar Worldpanel
“Le Drive": 4.5 millions de clients fin 2015, soit 6.1% de
part de marché, Apr 2012
LSA: "Special Drive", Oct 2011
Aldata
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