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Supercheap Auto’s Online Store Set to Make $25 Million From Click & Collect

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By Published On: February 26, 20190 Comments

Taking the stage at New Retail ’19 on Tuesday Matt Rowse, the digital business manager at Supercheap Auto, said the company’s online store is on track to make $50 million in 2019, with 50 percent of those sales coming through click & collect.

According to Rowse, incorporating click & collect into Supercheap’s business model has been a vital part of making the company’s omnichannel goals a reality.

“It’s all about convenience”, he told attendees at day two of Retail Learning Channel’s New Retail ’19 conference in Melbourne on Tuesday. “Enabling customers to connect with the brand and shop the way that suits them, seamlessly across channels is our core aim.”

In recent years, the auto goods retailer’s 30-minute click & collect offering has become a key part of this offering. “We can do click & collect and we can do it well because we have a core range that’s available online in a smaller format and an in-store network that can accommodate an influx of online orders,” he explained.

Talking about the development of the business’s click & collect offering, Rowse discussed how the company overcome some of the common hurdles associated with in-store order fulfilment.

“We have to maintain accurate stock-on-hand, ensuring products are available through all channels, not just online. Plus, every customer should be getting ten out of ten. When things go wrong, there should be clarity over who owns the customer experience at every stage of the purchase journey. If we make a mistake, we have to contact the customer straight away, because 30-minutes doesn’t give a large enough window to move at a leisurely pace,” he said.

According to Supercheap Auto and data collected from its more than two million loyalty customers, the business’s click & collect customers, overall, are more satisfied than its delivery customers. This is because there’s less opportunity for things to go wrong during the last-mile delivery process. Although, that’s not to say that there aren’t friction points associated with click & collect. A big one for Supercheap Auto was making sure the pick-up point is front-and-centre in stores and clearly labelled, and also that in-store staff have the training and are incentivised to do their part to create a seamless customer experience for online shoppers.

“We got rid of friction points, like having clear signage directing customers to the convenient pick-up location for their orders. Having the stock ready to go is also important. For example, we had a customer visit one of our stores who complimented the experience because the staff had his bulky item in a trolley ready to be taken to his car. Having a convenient pickup point at the front of the store has also worked well for us, but where these points are located would vary for different retailers depending on the type of products they’re selling and the layout of their stores.”

Supercheap Auto’s process for tracking and actioning online orders is also straightforward.

“Standardising confirmation times between stores when customers are making a purchase is important,” Rowse said. “We actually still use an Excel sheet across our stores to manage the stock moving around in real-time.”

Moving forward, Supercheap Auto is reportedly focusing on further developing its omnichannel retail model.

“We have a really, really good cross-channel business. We’re not quite where we want to be… We’re not an omnichannel expert where customers can engage with us across every single channel, but what we’re seeing is more and more customers engaging with us over multiple channels. This is great because they’re spending more money with us – we want online customers to transact in an omnichannel space so we can get more revenue. We’re hoping to enhance this process for our customers by connecting data points across all of our channels, ensuring we can keep the stores and our customers at the heart of the overall experience.”

As far as Supercheap is confirmed, “the voice of the customer” should be considered at every stage in the retail supply chain. “We look at customer feedback on a daily basis and use those insights to create strategic projects that will help improve the overall customer experience.”

This, along with steps the brand is taking to increase customer retention through digital channels, is ultimately aimed at getting more customers to visit their local bricks-and-mortar store.

“Take eBay and TradeMe for instance. We sell on these platforms but not because they make us money – they don’t. It’s about customer acquisition and driving more customers in-store.”

“If all goes well, one day we might be able to do better than 30-minutes [for click & collect]. We’re not there yet, but when we do get there we’ll have the systems in place to provide the best experience.”

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