Swiss Migros has invested in the German start-up company Emmasbox, which offers cooled boxes for click & collect of food ordered online, Lebensmittel Zeitung reports. The company offers refrigerated lockers as white label solutions to customers from retail and logistics. Germany’s largest grocer Edeka as well as Austrian Pfeiffer Logistik, part of the retailer Unimarkt, already opted for this solution.
The Swiss number one has been intensifying its efforts for e-commerce throughout the last few months. In addition, the investment in the start-up Emmasbox shows that Migros believes in the future of grocery e-commerce – apparently despite the generally known problems with profitability. In April this year, the retailer started to roll out its PickMup click & collect offering for its grocery online shop Le Shop. Click & collect solutions at least avoid the costly last mile problem and the necessity of customers being at home when goods are delivered. Still, this is not the best possible solution.
With refrigerated lockers, retailers also avoid having to operate staffed click & collect points instore which not only increase personnel costs but also limit the time frame customers can pick up their orders. It is likely that Migros now also plans to equip some of its stores with the solution of Emmasbox to double benefit from the investment. One could say that lockers have a negative impact on additional sales due to fewer customers quickly topping up their online orders instore.
To increase footfall at its click & collect stations, Migros started a collaboration with electronics specialist brack.ch. This gives customers of brack.ch the opportunity to get their orders delivered to Migros’ PickMup locations. These customers then have the possibility to do their grocery shopping on top – kill two birds with one stone. We believe that a mixture of these kind of collaborations and refrigerated lockers at locations where the PickMup offer is not successful enough could be the winning strategy for Migros’ grocery e-commerce offer.