Order or reserve a product online and then pick it up in store. The practice of “click and collect” has largely entered the habits of French consumers, especially since the pandemic linked to Covid. No less than 48% of the networks offer this device, if we are to believe the results of the 18th annual franchise survey, carried out by the Banque Populaire, the French Franchise Federation and Kantar. “This is a particularly useful additional service for our customers in a hurry”, specifies Jérôme Blachère, a member of the Biocoop cooperative which employs 13 employees in its store in Tourlaville, near Cherbourg (Manche). Better still: the users of the “clicked-removed” have, according to him, not ceased to survey the shelves of his establishment to carry out larger races.
Same interest in this formula within the Ecomiam frozen food distribution network (69 stores, including 61 affiliates) which successfully tested it during confinement. “By its speed, in-store withdrawal offers additional security to customers who buy frozen foods, because it better protects against a break in the cold chain, justifies Daniel Sauvaget, president of the brand. Our affiliate is paid through a commission. He also increases the traffic in his point of sale, which leads to additional purchases.”
“By its speed, in-store withdrawal offers additional security to customers because it better protects against a break in the cold chain”, underlines Daniel Sauvaget, president of Ecomiam.
© / Ecomimam
In order to develop the service, the networks must be transparent about the benefits that their associates can expect from it. “The latter will obviously be unhappy if the head of the network operates an e-commerce site alone without them perceiving the advantages”, analyzes Sylvain Bartolomeu, associate manager at Franchise Management, who recommends compensation for franchisees for their work, whether it is the preparation of orders or delivery to customers.
The retailer’s website can also serve as a communication tool for each store, for example when consumers are encouraged to pick up their order at the point of sale closest to them. “The benefits for the partner of the head of the network are not necessarily obvious on the sale of a single article, continues the consultant. But they become so when it is a product generating additional services. .” The customer of a computer brand, for example, will be likely to return to the same store for accessories or maintenance…
The pedestrian drive is still looking for itself
Bringing the ultra-tight prices of hypermarkets located on the outskirts to the heart of large cities: this is the promise – attractive in this period of inflation – launched by the major retailers, from Auchan to Carrefour via E.Leclercwith the pedestrian drive.
For the past three years, these collection points for orders placed online have been multiplying in city centers. The overwhelming majority of these are branches controlled by the brands themselves and managed by their employees. “The economic equation of the pedestrian drive is fragile. It is not compatible with the franchise system”, estimates Olivier Dauvers, expert in mass distribution. According to him, if this sales space practices the same prices as those of hypermarkets, its price structure is much higher. “You have to count on significant additional costs related to the preparation and delivery of the goods,” he points out.
The low return on investment of the pedestrian drive would thus have led Carrefour and Auchan, which have multiple formats (My Auchan, A 2 Pas, Carrefour City, etc.) to put their ambitions in this area on hold. “The Leclerc centers operate differently, specifies Olivier Dauvers. They invest in the long term, targeting the heart of cities where they are not traditionally present.” With their price advantages, these work better than their competitors.
An article from the Franchise special issue of L’Express. On sale since March 16.