Model of ' click and remove ' attracts new audiences

Before the brazilian reality, distant concept click and remove is already used by 20% of online users, making it a boon for retailers speed up integration between the sales channels and fisgarem consumers who are getting acquainted with the world Digital. The data is part of a study conducted by market research agency specializing in MindMiners. "The possibility of customer purchases on e-commerce, or marketplace, and withdraw the same day some physical point increases the sense of security that the product will be delivered. In addition, the reduction in the delivery time also brings relief to the user, "said the company's marketing director, Danielle axe. For the Executive, one of the groups that most have adhered to the habit of shopping online are individuals over 60 years. "The percentage of seniors who buy products online is growing, especially with these mechanisms of removal at the time of acquisition of the goods," argued Danielle, noting the retail food segment as an example of "gateway" that age range in the digital channel. According to the study, the frequency of virtual purchases is higher among users belonging to class A, with greater concentration in the Southeast and over 40 years. The States of São Paulo, Rio de Janeiro, Minas Gerais and Spirit match by 53% of the entire volume of online sales. Another point mentioned by the survey is the preferred location of the online buyers for removal of the product. For 86% of the respondents receive the order at home is still the best option; 15% prefer entering the workplace for the arrival of the item; 12% choose the couriers or carriers; 10% House of relatives; 8% in the physical store; and, finally, 3% collect the purchase with friends or neighbors. "At the time of online purchase, one of the retailer's challenges is to cross the information with the physical operation. In this sense, a good strategy is the retailer undertake partnerships with other companies specializing in logistics, "said Danielle. According to the Executive, the click and collect model ends up having more grip in major urban centres and major retailers, small businesses and remote regions of Brazil lack a crucial factor in the operation of this format: distribution logistics and high shipping. With that, the study stresses that, to 44% of users, the fact that there is no need to pay shipping is the biggest reason to buy online and opt for withdrawal directly to the physical point; 31% value the shortest time of delivery; 13% prioritize the security of receiving the product; and 11% for choice for the chance to "see the item and be able to change in time." Focus on partnerships in line with the reasoning of Danielle, the Coordinator of the e-commerce consulting GhFly, Sérgio Aeneid, believes that Brazilian consumers are transforming the mentality in the face of the habit of buying over the internet. "A segment with higher performance in online sales is the market of home appliances. However, we have seen an important step forward also in the food and beverage sector, "argued the Executive. For him, the investment in the online placement of these great players will result, in the medium to long term, a better performance of the physical operations. However, Aeneid ponders the big retail chains often have specialized areas that integration of channels and, therefore, one of the exits can be the establishment of partnerships with companies focused only on this type of demand. One of the examples of business focused only on these processes is the startup Supermarket Now, which acts in the area of supplies of basic products shopping. "Generally, small supermarket networks are proving to be quite innovative, even when it does not have sufficient capital for the implementation of these initiatives," said the CEO of the Supermarket Now, Marco Zolet. As quoted by Danielle, the CEO of startup also States that the number of elderly users comes surprising. "Today, about 12% of our customer base is made up of people over 60 years. In addition, the average for this category of ticket shoppers above R $350, while the rest registered consumer spends around £ $250, "said Zolet. However, still according to the Executive, by more than the percentage of seniors has made increased, the age group with the highest recurrence in online consumption is still between 35 and 45 years.