Ordered from adidas, delivered by Zalando: In Paris, the two long-term partners are running a test on how to efficiently steer logistics capacity. During the pilot phase, Zalando delivers goods on the same or next day from its own logistics center in Moissy-Cramayel to adidas customers in Paris. What’s special? Customers didn’t place their orders on Zalando, but on adidas.fr.
The pilot, which started in the beginning of August, is Zalando’s first trial when it comes to multi-channel models. With this approach, the company aims to provide brand partners with additional and easier ways to connect to the Zalando platform. The first parcels have been successfully delivered to adidas customers in Paris. They receive their orders faster, within a two-hour delivery window on the same or the following evening, all with the usual look and feel. Despite the parcels being packed in a Zalando logistics center, they come in an unbranded shipping box.
“The test is an important step within our platform strategy. We are very happy that we are once more joining forces with our long-term partner, adidas, to test an exciting approach where we create synergies for the benefit of our customers. adidas customers benefit from faster delivery, and Zalando customers benefit because the pilot allows us to extend Zalando’s same-day delivery areas,” says Jan Bartels, senior vice president customer fulfilment.
Alexandra Morton, senior vice president supply chain Mmanagement Europe at adidas says, “As a sports company, we know that speed wins. Today our target group, the Creators, live in a constantly changing world, which shapes their behaviour and expectations. This is where the pilot comes in, where adidas customers in the strategically important city of Paris benefit from faster delivery. The pilot project shows what distinguishes our long-standing and successful partnership. adidas and Zalando share a passion for experimentation and innovation. This gives us the opportunity to try new things continuously. We are excited to see how our customers take up this offer.”
With the current project, adidas and Zalando are also addressing changes in e-commerce. Today, customers expect ever-faster deliveries. Brands want to reach their customers through more than one channel and in different countries. This means that stock has to be increasingly distributed across different locations.
Zalando plans to complement its Zalando Fulfilment Solutions (ZFS) with multi-channel solutions. As of today, more than 100 brand partners in the partner program use ZFS, and store parts of their assortment in Zalando-owned warehouses. Zalando takes over the distribution to customers in currently 14 European markets.
“In Paris, we are testing with a non-ZFS partner, but we are piloting an important component of our future ZFS offering. We see a great deal of potential to test the multi-channel approach with brands that already store parts of their assortment with us. By opening up Zalando’s strong European logistics network to our partners, they profit from our logistics expertise, and together we work more efficiently,” says Bartels.
The test will initially run for 6-12 months, after which both partners will evaluate the results. The start of the pilot was successful: the first adidas customer in Paris received their package on August 2 at 7.49 p.m: a pair of adidas Originals Superstars.