JD Sports-owned SUR in The Netherlands, chooses Doddle to power click and collect


The Click & Collect technology solution ‘Powered by Doddle’ from Doddle has been selected by SUR bv (Sports Unlimited Retail bv) for their retail brands Perry and Aktiesport to transition from a paper based click & collect offering to a seamless digital solution.

The Powered by Doddle app is used in 26 of the 98 stores to create a simple online to offline shopping experience for customers of the popular websites www.perrysport.nl and www.aktiesport.nl, who together have more than 15 million visits per year.

The partnership will enable SUR to significantly improve the customer experience. Previously Perry and Aktiesport depended on largely paper-based, independent communication from third parties in the process. The partnership with Doddle is part of SUR’s strategy to put the customer first; over time, it will invest in more (technical) innovations to achieve this.

The Powered by Doddle technology will create a simple, fast and more personal total experience by:

  • Fully automated, personalised order confirmations, collection and reminder emails to customers.
  • Employees who can find a customer’s package faster using their QR code or unique collective code.

For SUR, the solution offers a number of important business benefits:

  • Better shopping experience for her customers
  • More control over the customer experience after online transactions.
  • Easy implementation. The cloud-based app does not require complex in-store systems. Instead it will be deployed on Zebra TC51 hand terminals.
  • More real-time information about stock availability and the ability to return non-retrieved items to the shop floor in a shorter time.

In the longer term, the technology can easily be rolled out to all 98 Perry and Aktiesport stores and used to enhance the shopping experience of the brands. In addition, the tool can be used to stimulate extra sales in the store, by offering customers personalised promotions in their collect-mails that are valid on the day the package is picked up in the store.

Gerco Vonk, IT director for SUR, commented: “Working with Doddle was a logical step for us. Their technology allows us to gain much more control over the after sales journey. We can now quickly and easily roll out a leading Click & Collect experience from which we are sure it will improve service levels and boost sales.”

“A huge attraction for us was the confidence that leading UK retailers already have in the Powered by Doddle technology and how easily the cloud-based system is to implement. Hopefully it brings significant benefits with minimal effort.”

Ben Rodway, head of tech for Powered by Doddle, said: “Our technology is designed to blur the boundaries between online and offline. Creating a seamless, friction-free journey that makes customers happy and keeps coming back time and time again. The collaboration with SUR shows that the demand for simple, communication-rich customer journeys, which give brands more control and give customers more pleasure, is an international demand.”