Our customers value above all the speed of shopping and the comfort provided by the synergy between online and offline channels. The collection of orders from Empik.com and the mobile application in physical stores is not only the most popular delivery method (over 65% of all orders), but also the one most valued by consumers. An additional advantage of this option is a 20% discount on purchases in the salon, which the customer receives upon receipt of the package. Receiving orders in salons involves logistical challenges related to, among other things, storing parcels in the shop's space - however, we are constantly introducing solutions which properly respond to the growing popularity of this form of delivery. We are also working on further improvements - later this year customers will be able to collect their orders at all checkouts. We are also testing delivery of medium-size parcels. Moreover, we are investing in ecological solutions. Empik has already introduced package-free deliveries for single products collected in its stores, and starting from November customers will also be able to collect multi-product orders without additional packaging and fillers. We want 80% of all online orders delivered to shops in 2022 to be without packaging.
Maximum synergy with the physical stores is also one of the pillars of the development of the Empik mobile application. It offers a range of functionalities that further enhance the convenience of in-store experience.. Users can, for example, easily browse and check the availability of products in their preferred shop thanks to the "favourite shop" function. The application also includes a code scanner, which not only allows you to search for a product, but also to check reviews, descriptions and detailed data to finally place an order. At the same time, visitors to the stores may use the innovative Premium Pay&Go service, introduced as the first among the large retail chains in Poland. This solution allows for a convenient, independent scanning of products and paying for purchases in the mobile application, without having to go to the cash register. Customers are also very happy to use the option of express product reservation on Empik.com or in the mobile application and collection in a store after just 2 hours (the so-called "click & collect"), appreciating the convenience and reliability of this solution. Interest in this service is growing at an even triple-digit rate. And customers clearly express their satisfaction in the NPS or satisfaction index, which for the stores amounts to 80 points. This places us in the absolute TOP of the Polish market.
Finally, infokiosks are also an important element of the omnichannel development strategy and a popular shopping channel. At present we have a total of 350 devices located at Empik stores all over Poland. They help customers not only find a product on shop shelves, but also obtain detailed information on the Empik.com offer and place an order with collection at the shop. Only within 12 months the info kiosks were used by 4 million customers who checked the location of products in the store as many as 600,000 times and played 1.2 million pieces of music. We plan to further develop omnichannel functionality within infokiosks.
Grzegorz Bieszke
Division Director - Customer Experience & Omnichannel Process
Empik S.A.
