Casino has launched a new drive through format in France, which it claims combines the best characteristics of the warehouse and the best of the store and is close to the customer.
The hybrid format, Casino Express – 100% Drive, opened on the outskirts of Lyon last week.
It includes a dedicated website, Casino Express.FR, and offers 7,000 skus to order online with the option to select from a further 2,000 popular products at the collection point.
Customers place their orders online and select a collection time within a two hour time range.
When the customer arrives at the site, the order is finalised and delivered to the customer’s car and the payment is processed at an interactive kiosk.
Casino has worked with retail and distribution optimisiation software supplier, Aldata, on the new concept.
According to Casino shop business directors Corinne Klebanovas and Guillaume Civat, the aim is to prepare the order in as little time as possible and get it to the customer’s car within five minutes.
The website has been developed to show real time availability and customers are only able to order products that are in stock.
The concept is also flexible in that customers can add to their online order from a range of 2,000 skus at the site.
Speaking at Aldata’s Gold User Association event in Ireland last week, Stephane Bout, CEO Casino information technology, said the concept combines the technology traditionally used in the warehouse and the functionality of re-ordering for a store.
The site resembles a warehouse but products are merchandised on shelves as they would be in a store with pallets and racks used for bulky goods and frozen food.
Operators are equipped with PDAs and pick products to place in bags within stackable crates. When the customer arrives at the site, they confirm their arrival, order any additional items, and pay. Pre-payment is taken on the website but the sum is only debited once orders are delivered to the customer’s car.
According to Bout, the format offers the benefits of being totally integrated into the Casino supply chain and provides a multi-channel CRM platform, enabling the retailer to manage loyalty and personalise campaigns.