Offline and online – hand in hand

This article is available for reading in Trade magazin 2024/10

Domestic e-commerce has been given a tremendous boost by COVID-19, with many people switching to home delivery.

“Its growth rate then slowed down, with low-cost Chinese e-commerce making a big difference again. For instance Temu accounted for 7% of total domestic online spending in the first quarter. More importantly, it was able to add 200,000-250,000 active shoppers to last year’s online customer base of roughly 3.9 million, which had been growing very slowly”,

explains Auchan Magyarország.

The widening of the arsenal of logistics solutions has also contributed to the development of e-commerce

Multichannel model

Auchan follows a multichannel model and its goal is to make the Auchan brand measurably easier and faster to reach within five years by coordinating its various sales channels. Besides Auchan.hu/shop, the Auchan mobile app is also very popular. The introduction of the deposit refund system (DRS) is currently one of the most serious challenges in this sector.

Szandra Rácz-Bekő
head of e-commerce
SPAR Magyarország

“During the transition period, supply problems may occur. We communicate this to our customers and do our best to remedy eventually occurring shortages by substitution”,

says Szandra Rácz-Bekő, head of e-commerce at SPAR Magyarország Kereskedelmi Kft.

Shoppers are becoming increasingly aware of what they are buying, carrying out in-depth online research before making their purchases and placing orders based on pre-defined ideas.

Tibor Metykó
chief customer officer
Euronics

 “As a result of this, online retailers need to expand their portfolios with items that can drive impulse spending”,

adds Tibor Metykó, chief customer officer of Euronics.

A series of innovations

At SPAR Magyarország customer satisfaction is a top priority. They keep their customers informed about the status of their order, and their customer service team is on hand to help with any queries that may arise during the delivery period. There are several platforms for customers to share their comments and questions. The retailer has also teamed up with Wolt, so that shoppers can now order from several SPAR stores via their platform.

At Euronics in-store order pick-up is dominant, which is why they have introduced the possibility of same-day pick-up to better meet customer needs. In order to win the trust and satisfaction of customers, several steps have been taken to improve the online shopping process: they have replaced the search engine of the webshop, so that everyone can find the products most relevant to them as quickly as possible, and they have also changed the categorisation in the online store to make the search experience even clearer, simpler and more transparent.

Loyalty schemes tend to focus on the enhancement of customer experience

Roland Kanyó
marketing and
PR manager
dm

“Personalised offers are more and more popular. Websites use algorithms to analyse customer data and habits to display tailor-made offers that better match individual needs and preferences”,

points out Roland Kanyó, marketing and PR manager at dm Kft.

In the dm Online Shop baby, household and personal care products are the most popular. The drugstore chain places great emphasis on ensuring that all relevant information about products is available on the website. Dm tries to make its platforms (dm.hu, dm App) as user-friendly as possible, so they are constantly testing their functionality. //