How are retailers accommodating this?
Retailers adapt their existing parking spaces to
accommodate pick-up points. Because of the expense of
this the 'drive' channel is much stronger in regional areas,
not in cities such as Paris
Exponential growth
The first retailer to develop this service was Auchan. Now,
in just two years, E.Leclerc has opened more than 1,000
drive services and other retailers are beginning to adapt
their stores too. Approximately 2,000 stores now offer
the 'drive' service.
Different types of products
Consumers typically use the service bi-monthly as a
supplement to in-store shopping. Heavy goods, including
water, milk and nappies are the first priority, followed by
dry products. Fresh goods are still mainly bought in-store.
The challenge for HEINEKEN
Consumers are less likely to make impulse purchases
online. In France, 75% of households purchase beer,
however only 30% of online shoppers buy it. When
consumers are in-store they are more likely to buy beer
spontaneously. Even though they are spending more
online on average, consumers stick to a precise budget.
If they go over this amount then non-essential items,
potentially including beer, may be removed from their
basket.
Making beer more attractive online
In France, HEINEKEN offers a smaller range of products
online compared to in-store, collaborating with our
customers to present the right assortment. This includes
online innovations such as festive sharing packs and
smaller packs with a lower price so consumers can
purchase without financial constraints.
Edition 2 2013 World of HEINEKEN
