Galeries Lafayette and BHV Marais
Sales boosted by a an omni-channel strategy
Galeries Lafayette and BHV Marais have adopted Click & Collect, a clever concept based on online sales without forasmuch deserting the notion of the traditional shop. Once the purchase is made online, the client must come to the store to pick it up.
Established on the www.galerieslafayette.com and www.bhv.fr networks since 2013, Click & Collect, a new digital service that made its way to France from across the channel and is made available by the company Argos, combines the advantages of online sales with those of the traditional shop. The parcel is opened in the shop by qualified personnel who can immediately evaluate whether the order fulfils the client’s expectations. The client can try the articles on and have them altered, and the products can be exchanged or returned on-site if they do not provide full satisfaction.
Even better, according to Géraldine de Friberg, the communications manager for the two department stores, “the clients who come into the shop often leave only after making other purchases.”
This is also the result revealed by a European study coordinated by Deloitte and the eBay group. Evaluating the impact of omni-channel sales, the analysis confirms that
“omni-channel strategies can be a powerful lever for growth, allowing market segments to be acquired rapidly.”
With a successful beginning, “the service developed throughout the year 2013 is now greatly being expanded,” as one may note at Galeries Lafayette and BHV Marais, which have made Click & Collect one of the main projects in a cross-canal strategy that is set to increase.
Emilie Kremer
