30 minute delivery from CDiscount
Analysis of delivery performance
CDiscount is the e-commerce site of the Casino group with a revenue of €3.4 billion in 2017, making it France’s leader in the nonfood e-commerce industry. In order to respond to the growing demands of their clients for even quicker delivery times, the brand has formed a three-way partnership with Chronopost (Europe’s second largest delivery company with 151 billon parcels delivered in 2017), but also with Stuart, a start-up specialising in the last mile of the delivery process, which operates not only in France, but also in England and Spain (it is worth noting that the start-up joined the La Poste group in 2017).
The promise of CDiscount
Since the start of this summer, CDiscount has promised that its clients can receive their packages in 30 minutes from the moment that they indicate their delivery preference location. This means that the client chooses a time slot which suits them via an App, giving the e-marketer 30 minutes to finalise, dispatch and deliver their order. Nice job!
But how is it possible to keep such a big promise?
“Today, delivery is a fundamental part of the purchase, and consequently a key part of our market competition” notes Pierre-Yves Escarpit, joint general director of CDiscount and in charge of the supply chain. “With Sunday and same-day delivery, this partnership with Chronopost and Stuart allows us to develop our delivery solutions on offer and to offer our clients an even more innovative and flexible service, better adapted to their needs”.
Two innovative ideas have allowed the brand to step up to the challenge:
- firstly, the network of intelligent “Pick-Up” points set up by Chronopost,
- and secondly the network of cycle and cargo bike couriers already using geolocation software for 500 clients across France (including Decathlon, Franprix, Zalando, The Kooples and AlloResto).
The client submits their order and then chooses their delivery location on the CDiscount site. The parcel is then delivered to the nearest Pick-Up point and an SMS is sent to the client’s smartphone. It is then down to the client to indicate their ideal time slot and for the Stuart courier to make the final mile of the delivery route for the specified time.
The challenge: optimizing the customer experience
Geolocation and continuous connection via the App form the basis of this complex delivery mechanism. But the main stake lies in customer experience and, as pointed out by Antoine Carteyron, general director of Stuart,
“this gives us a double advantage: honouring our time promise through using specific time slots, but also being able to expedite all of our deliveries in town centres with ease, using either bikes or cargo bikes”.
CDiscount is doing a good job of listening to its clients, thus confirming its position as market leader in customer satisfaction. It’s important to note that 78% of consumers believe that estimated arrival time and geolocating in real time the status of their product are the most important data provided by companies (Source: YouGov and Infor study – “Customers’ online shopping expectations”, April 2018).