The benefits of the drive: a revolution for consumers and retailers alike
The drive-thru concept has been present in Europe and France since the early 2000s, and still appeals to many consumers today. The idea is that anyone can place an order online, and collect it from a dedicated pick-up point, without having to visit a store. This concept offers many advantages for consumers and retailers alike. Let's find out more about the advantages of the drive trend.
The advantages of the drive from the consumer's point of view
From the consumer's point of view, there are many advantages to being able to make purchases online and pick them up at a location of your choice:
Convenience and practicality of the drive :
It's possible to shop from home, without having to leave the house. Purchases are available every day and at any time of day, giving shoppers greater flexibility than store opening hours. Orders can also be placed on public transport, during breaks in the working day... depending on the consumer's availability and preferences.
Save time with the drive :
You no longer need to go to the store to do your shopping, which saves you a lot of time. Shopping can be done in just a few minutes, from the store's website or app. Shopping lists can usually be saved, which is very practical for consumers who are used to buying the same products. Last but not least, groceries can be collected at a time selected at the time of ordering, so there's no need to wait, and the order can be paid for directly online, avoiding long checkout queues.
Benefit from a wide range of products on the drive:
Supermarkets make sure that as many products as possible are available for purchase online, so that consumers can enjoy their favorite products. Orders can be customized to suit individual needs.
Control your budget with the drive :
Online shopping, thanks to the drive, also makes budget management easier. It's easier to take the time to compare prices online, since prices are clearly indicated on the website or app used, so there are no nasty surprises. It's also a solution that combats impulse buying, which is more common in stores.
Limiting the risk of contamination:
During the Covid period, the drive became increasingly popular, as it was the preferred method of purchase for consumers during the various confinements. Even today, it is a solution adapted to the needs of the most vulnerable people, who can avoid any risk of contamination by making their purchases from home.
The benefits of drive-through for retailers
The drive concept not only benefits consumers, it also offers numerous advantages for retailers:
Cost optimization
To begin with, implementing a drive-thru service means a much lower opening cost than a traditional supermarket, thanks to the absence of decoration and the need to dramatize the space, and considerably lower investment costs. The drive also enables major optimization of operating costs. The centralization of order-picking processes reduces expenditure on shelf management, store maintenance and other operational aspects, thus improving the company's overall profitability. Another advantage is that the drive model helps to achieve significant payroll savings, since it eliminates the need to install checkout lines, thanks to online ordering and payment.
Simplified inventory management and logistical efficiency
The drive enables greater logistical efficiency by centralizing order-picking operations. Inventory management also becomes simpler and more precise thanks to the drive model. Online ordering enables retailers to monitor and manage stock levels more effectively, minimizing the risk of overstocking or out-of-stock situations that are more difficult to manage in-store.
Adapting to new consumption patterns
The drive model proactively responds to changing consumer habits, offering customers the convenience of making their purchases online and the possibility of picking them up quickly, at a time that suits them. This adaptation fosters customer loyalty in a constantly evolving market. Retailers can also quickly adjust their offering in line with market trends, thanks to instant feedback from online sales - an essential adaptability in a dynamic business environment.
Up-selling and cross-selling opportunities
For supermarkets, the drive-thru proposition offers the opportunity to encourage up-selling and cross-selling by suggesting complementary products during the online ordering phase. It's a way of stimulating the consumer and increasing the average basket.
Creating a differentiated customer experience
The drive-thru enables retailers to create a differentiated customer experience by offering exclusive services such as quick pick-up slots, exclusive online ordering offers and other benefits, helping to boost customer loyalty and satisfaction. It's also a solution that offers the possibility of collecting valuable data on customers' purchasing preferences, a data collection that enables further personalization of the offers and promotions on offer.
Reducing the risk of theft
Theft represents a significant loss of sales for supermarkets, and it seems difficult to avoid it in-store. However, the drive-thru concept is proving to be an effective solution for reducing theft, thanks to centralized order picking. Products are stored securely until the customer picks up his or her order, thus preventing any attempt at theft.
Potential environmental benefits
Last but not least, the drive-thru service may offer potential ecological benefits, a point that could be of interest to players in the mass retail sector. Reducing the number of individual journeys to the store contributes to a reduction in transport-related carbon emissions.
Assets that are driving the growth of the drivetrain in France and Europe
It's these many advantages that explain the appeal of the drive-thru concept in France and the rest of Europe, a solution that is proving beneficial to consumers and supermarket operators alike. Today, more and more professionals are interested in developing drive-in services, whatever their sector, to gain in competitiveness and meet new consumer demands - a trend that is set to increase over the next few years.