The role of a shop assistant is not just to sell the goods. They are also responsible for identifying the buyer's needs and providing a concrete response.
Logistics co-planning is an innovative solution which aims to support the seller in these missions and allows them to offer delivery, returns and exchanges in 1 click in store.
The expectations of the French regarding the delivery, return and exchange offer in store
For the first time, a barometer compares consumers' delivery practices on the internet and in physical stores. This barometer, produced by OpinionWay For SprintProject and GS1, initially confirms the French's attachment to shopping in physical stores, they make on average 5 purchases online compared to 19 in store.
However, they are generally dissatisfied with the logistics offer, 52% of customers in the toy sector and 54% in the clothing sector are not delivered and the service is not offered.
Concerning the return to the store, 13% of respondents would like to benefit from a service allowing them to make a return without traveling.
The conclusion of this survey shows that consumers do not have identical expectations and that the customer experience is not “one size fits all”. They can shop all day and don't necessarily want to travel with their purchases. Mobile and in a hurry, they want brands to adapt and take into account the divergence of their needs.
The in-store delivery offer remains anecdotal
If the delivery offer has expanded considerably in the food sector, it remains, despite numerous attempts, almost non-existent in clothing and toy stores.
Several reasons could explain this situation
- the particularly long waiting time at the checkout (11 minutes)
- the time needed to plan and monitor a delivery which is 8 minutes on average
- the cost of financing and maintaining delivery terminals
- the impossibility of offering returns or exchanges in store without a considerable investment in R&D, traceability tools and customer data management
- the cost of last mile logistics
- the absence of logistics players offering in-store returns and exchanges
- the lack of innovation and the fear of a restrictive model for the sales team…
Many reasons can therefore explain the absence of innovative in-store logistics solutions.
The UNDIZ example
Some brands have already taken head-on the needs of customers in store.
Regarding in-store returns, for example, the Undiz brand will be testing its “Easy Return” offer in its Strasbourg store in 2017.
Principle: the customer buys their lingerie in an Undiz Machine store. He is given a bag with a Colissimo Return label. He tries his items at home. If these are not suitable, the consumer scans the return label and their receipt from their smartphone via the Undiz application. Then, he returns the underwear free of charge by dropping it in his mailbox.
While this solution has many perks, it is based from the outset on the principle of free shipping and does not allow items to be returned to physical points of sale. Which, in the case of Undiz seems normal, given the activity. But, we can still ask ourselves the question of inventory management between on and off.
Towards logistics co-planning
Nothing beats the analysis and suggestions of a good salesperson who, thanks to a face-to-face exchange, will be able to take into account many parameters (typical customer profile, but also current mood and needs, events external, etc.) and offer a contextualized and truly individualized service.
Thus, logistics co-planning aims initially to provide sellers with a turnkey logistics solution making it possible to offer delivery, return and in-store exchange in 1 click.
Secondly, logistics co-planning aims to make the customer autonomous and free to plan their logistics service via a mobile application.
In fact, the seller having detected the customer's need, provides him with an access card to a mobile application, so that the customer can connect and define the conditions for handling his purchases.
Finally, logistics co-planning allows these 2 actors to stay in touch. The customer, via their mobile application and the seller via a dedicated interface.
Connected, they can exchange via an instant messaging system.
Thus, the seller has the necessary data to make requests for refunds and exchanges.
Benefits
Better customer experience
Today, not only are customers dependent on the logistics offered by retailers, but they also have to take numerous steps in the event of delivery cancellation or postponement (calling the merchant, visiting a site, making a claim on another site, etc.).
And everyone loses! The store first, because it mobilizes a salesperson to make the various modifications requested by the customer.
The customer because he wastes time (call time, connection to a third party site, account creation, etc.) and these situations create dissatisfaction.
Logistics co-planning allows the customer to plan their logistics independently.
The seller, connected to his interface, receives alerts in real time and can follow all of the customer's requests.
Know the customer and sell better
On the internet, personalization is simplified by the digital footprint generated by customers when they make their purchases. In stores, it is more complicated to follow and know your customer.
Yet the need for individual recognition is the same; 43 % of store visitors would like to receive benefits or discounts rewarding their loyalty as a customer.
An approach based on tailor-made services will allow retailers to collect qualitative data on customer needs and expectations.
Additionally, because the seller and customer are connected, it is also easier to evaluate the customer experience in real time.
Offer in-store returns and exchanges
The UNDIZ example demonstrates how complex it is to offer in-store returns. Technical costs (mobile application, R&D, web development, etc.), personal costs (salaries, organization, etc.) and ecological footprint (transport bag, return through the e-commerce flow, etc.).
The co-planning logistics strategy enables all retailers to offer logistics services using tools provided by an external specialist company.
This approach allows innovation without investment and gives all stakeholders the possibility of attracting a demanding and over-solicited clientele.
Logistics co-planning by DANDY
According to a recent Fevad study, 30% of buyers finalize their baskets while they are in a store. As we have seen, shoppers are expecting more services and expect retailers to adapt to their expectations.
At Mylocomotive, we decided to create Dandy, an innovative logistics solution for stores.
Dandy is a prepaid card that allows the seller to offer delivery, returns and exchanges in 1 click in store.
The card is activated by the seller in 1 single click at checkout.
Once activated, the shopper can connect to a mobile application and plan their request (delivery, return or exchange).
Connected to a dedicated interface, the seller can follow the entire customer journey and communicate with them via an integrated messaging system. It also has the ability to process requests for exchanges, returns and make refunds.
Supported by numerous players: Réseau Entrepreneur, BPI, Picom and the CCI, the startup MyLocomotive aims to revolutionize the in-store customer experience with its Dandy offer.
In the launch phase, we are looking for a pilot brand, in order to carry out a test on large volumes.
To find out more: find us on www.my-dandy.fr
Contact: contact@my-dandy.fr
To find out more about the 2019 barometer « Delivery services: realities on the expectations of the French »: contact@sprint-project.com
Read all the “Expert Opinion” articles on the SprintProject blog
