Posts

Mirakl Logo

Mirakl Integrates ‘Click & Collect’ for Marketplaces to Create a Complete Omni-channel Solution

Buy online, pick up in-store feature is available to retailers using Mirakl Marketplace solution

 BOSTON – April 28, 2016Mirakl, a leading global online marketplace platform provider, has announced the release of a new feature in its Mirakl Marketplace solution. The latest feature, ‘Click & Collect,’ is now available to all third-party sellers operating on marketplaces run by brick and mortar retailers using the Mirakl Marketplace solution. With this development, Mirakl is creating a standard omni-channel format for all brick and mortar brands, and is breaking down the barriers between marketplaces and traditional e-commerce.

Ordering something online and then picking it up in retail stores or other locations is growing in popularity with 32% of holiday shoppers using a click-and-collect service this past holiday season[1]. The development of online channels is profoundly transforming the world of retail, and this growth is largely driven by the emergence of ‘Click & Collect’.

Mirakl is now integrating ‘Click & Collect’ into its Mirakl Marketplace solution allowing Marketplace sellers to offer customers a new delivery option. In addition to the home delivery option, shoppers can now collect and pay for the product they have ordered in one of the operator’s stores. Retailers can therefore satisfy increasingly demanding customers, who expect more freedom and convenience from their online experience and whose buying behavior is omni-channel.

“E-commerce now plays a key role for distributors, retail chains and brands that must be able to satisfy increasingly complex demands to meet customer expectations,” said Philippe Corrot, CEO and co-founder, Mirakl. “What customers really expect is to find the product they want, get it at the best price, receive an excellent quality of service and to collect and pay for the product at their chosen location. Retail chains also have the opportunity to draw customers into their stores to buy or collect products that could not be offered without their online marketplace.”

This new feature automates the management of all stages and exchanges between the third-party seller and the retailer relating to a request for delivery in store, while giving the end customer visibility throughout the process. The retailer can also offer shoppers the option to pay for their order when they come to collect their purchases in store.

Having launched their marketplace, chain stores find that the ‘Click & Collect’ feature creates the possibility of increasing in-store traffic. By making their outlets available to third-party sellers, operators are becoming part of customers’ buying journey. Increased in-store traffic is an opportunity for chain stores to enhance their offering and generate additional sales, thus increasing revenue and customer loyalty.

Finally, the consumer feels that this new feature enhances their omni-channel purchasing experience. They can arrange for delivery in their favorite store even if the product is ordered from a third-party seller on a marketplace.

“Marketplaces allow retailers to expand their product offering significantly and to keep consumers on their website for longer,” said Corrot. “By combining this greater choice and competitive prices with the convenience of ‘Click & Collect,’ retailers can significantly improve their e-commerce offering. We are removing the remaining barriers between marketplaces and traditional e-commerce. This translates into more sales for third-party sellers, more in-store traffic for the retailer and an enriched omni-channel shopping experience for the consumer.”

[1] “91 Percent of Holiday Shoppers Made Purchases in a Physical Store According to ICSC Holiday Study.” The Center of Shopping. 11 Jan. 2016. Web.

 

Click_and_collect_and_retailing_strategy

Why retailers shouldn’t let click-and-collect end their collection and delivery innovation

By Adrien Nussenbaum, CEO of Mirakl Inc.

Perhaps the biggest shopping trend of 2015 was the rise of handy collection points for online purchases. Click-and-collect is now a perquisite for retailers, yet it is also in danger of becoming a full stop when it comes to overall e-commerce strategy.

Adrien Nussenbaum, CEO of online marketplace platform provider Mirakl Inc. writes on why click-and-collect should not be the end of innovation in e-commerce collection and delivery.

There is no arguing that the convenience of click-and-collect has seen it become one of the retail industry’s biggest trends of the last few years. In 2014 nearly half of UK shoppers used a click-and-collect service as part of their Christmas shopping, according to research from Postcode Anywhere – and that will almost certainly increase this year.

Delivery and collection are core to successful e-commerce businesses and the ability for a consumer to buy something on their mobile in the morning and collect it or have it delivered that afternoon, should not be under estimated. Yet there have been signs in 2015 that click-and-collect has become somewhat stale, as retailers use it to show how innovative and forward-thinking they are, when it reality it is now just the norm. For some, it has become a full stop in their e-commerce strategies.

Click-and-collect limitations

Retailers must be mindful that click-and-collect is not a differentiator anymore. Shoppers now expect flexibility in delivery and collection; loudly proclaiming a click-and-collect offering is akin to boasting of the ability to process chip and pin payments. E-commerce is extremely fast-paced and consumer expectations rise quickly, yet many retailers seem to be resting on their laurels with click-and-collect.

Furthermore, click-and-collect is not well-suited to all sectors of retail. Earlier this year Tesco and Sainsbury’s pulled out of a partnership with TfL that allowed commuters to pick up groceries in tube station car parks. The benefits of click-and-collect were negated because consumers can only physically carry home a certain amount. It is actually surprising to think that that scheme got as far as it did.

Click-and-collect can also have a significant impact on returns. In a report earlier this year, Deloitte highlighted this risk, with people prone to over-ordering as they know any unwanted goods can be easily returned and refunded. This can cause a returns loop which leads to stock shortages. According to returns intelligence firm Clear Returns, this even has a name – ‘Out of Stock Saturday’ – which will take place on 12 December.

Innovation must continue

The tendency for certain retailers to ease up on e-commerce innovation is the most significant potential downside to click-and-collect. It is easy for retailers to implement click-and-collect and feel they have added enough new functionality to please customers. Online marketplaces are another significant area of growth within e-commerce, and innovative retailers could and should be looking to combine the two.

Marketplaces allow a retailer to offer significantly more products and keep a shopper on their site for much longer. Combining this choice and price competitiveness with the convenience of click-and-collect makes for a very potent e-commerce offering for a retailer.

It was only about two years ago that same-day delivery really came to prominence, and although we aren’t there yet, drone-based delivery could well be the next wave of innovation. The point is that what was once hot and innovative can become what is the norm and expected very quickly in e-commerce. Drone delivery is something Amazon is actively looking into, and that could easily be the next big thing, with the potential to get product to consumers within a matter of minutes.

Click-and-collect in 2016

Click-and-collect undoubtedly has a healthy future and will continue to play a major role in e-commerce. But retailers must not let this restrict their innovation in other areas and should continue to look for other ways to improve the customer experience and operate smoother logistics.

Click-and-collect is not the end-game and needs to be refined and improved. This can be accomplished in multiple ways: collaborating with unusual partners such as non-competitive retailers or integrating with other e-commerce initiatives, such as online marketplaces. Retailers should always be investigating what the next phase of delivery innovation will be.