Auchan's Chronodrive: a Click and Collect Innovator

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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)...

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Auchan's Chronodrive: a Click and Collect Innovator

  1. 1. Auchans Chronodrive: A Click and Collect InnovatorSample what Verdict has to offer bycollecting your free retail andinnovations case study. Verdictexamines French grocer Auchans clickand collect e-commercemodel, Chronodrive, which has provedinnovative in the food retailing sector. Access your free retail and innovations case study
  2. 2. SummaryVerdicts Retail Innovations case studies were launched in 2010. Each profile provides anevaluation of a company that stands out due to a set of unique characteristics, or aparticular strategic initiative. In this case study, Verdict examines French grocer Auchansclick and collect e-commerce model, Chronodrive, which has proved innovative in the foodretailing sector. This brief explores the growing demand for e-commerce, and specificallythe significant growth achieved by the click and collect format. It considers the differentfeatures of Chronodrives proposition and importantly, provides action points for grocerslooking to adopt a click and collect model. In its examination of Chronodrivesapproach, this brief will provide an indepth look at its business model, the click and collectconcept (including its transactional website), warehouse locations, newformats, products, pricing, and loyalty scheme.Access your free retail and innovations case study
  3. 3. 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.Access your free retail and innovations case study
  4. 4. HighlightsChronodrive has expanded rapidly, with the number of locations in France increasingfrom three to 28 in just three years. Stores can generally be found in out-of-townlocations close to major suburban transport routes though the retailer has also openeda 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 itemsthat do not have to be pre-ordered on the internet. These can be selected fromcomputer terminals at the warehouse, providing a last minute option for those thathave forgotten to order some items or for those who want to use it as a convenienceretailer.By operating a warehouse model, there is a high investment cost in the building. ForChronodrive this was in the region of €1.5m–2m. However, running costs have beenkept to a minimum, especially as the number of employees is considerably lower thana traditional store, with a maximum of just 12 full-time staff required at any one time.Access your free retail and innovations case study

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