Put your range online within 14 days and start a 100% internal e-commerce platform? a house made. The chain of furniture stores had to react very quickly when their stores suddenly had to close due to the pandemic while they had just stocked up on Christmas items. But Casa is still reaping the rewards today.
On-line
In just a few weeks, a long-term strategic project became a very concrete and practical reality. When the pandemic hit, Casa jumped on the e-commerce bandwagon, and not just a little bit. “Our 20.20 strategic plan already provided for the implementation of an omnichannel strategy. At the beginning of the 2020s, the idea was to offer furniture mainly online and leave the delivery to an external service provider,” explains Walter Goossens, Supply Chain Director.
E-commerce was seen as a convenience for consumers back then: Home furniture delivery was still a fairly new service at Casa in the early 2020s, in part because physical stores didn’t always have the space needed to accommodate the growing range of furniture, and partly offering a solution for city dwellers who have not traveled by car. For smaller items, Casa offered a “click & collect” service: stock levels were displayed on the website, allowing customers to reserve items online and pick them up a few hours later.
From a pallet to four Christmas balls
“So the omnichannel idea was already there,” Walter Goossens continues, but the company was not yet ready to set up the e-commerce platform itself. But not for long: When the second Covid wave hit at the end of 2020, the shops met to complete the preparations for the important end of the year. While they stocked up on Christmas decorations and party supplies, they had to close their doors again. “We found ourselves with all these year-end articles and decided to put them online. Within fifteen days we had switched to e-commerce. »
This had a significant impact on the chain and in particular on its European distribution center in Olen. While we were mainly doing bulk packaging and for stores, we suddenly had to start preparing individual orders. From a pallet to four baubles in two weeks… Fortunately, we quickly invested in an integrated warehouse management system for centric and in a custom packer. We entered the year-end period without a pilot or test. »
The improvised solution turned into a real success story and Casa has since decided to take over its own e-commerce activities in all countries where the brand is present. Walter Goossens: Today it is clear that the Internet will remain the engine of our growth, always in combination with Click&Collect. Only in Switzerland is home delivery not yet possible due to export regulations, but this will be regulated in 2023.”
Customers prefer the store
Online sales have more than doubled since the pandemic, despite the slowdown currently affecting the entire sector. “We may have to adjust our ambitions downwards, but there is no going back. E-commerce remains a growth activity. The value of each order has increased tremendously, customers are consolidating items as much as possible to reduce the cost of door-to-door delivery. We’re also noticing that our customers are significantly happier with in-store pickup – which isn’t limited to stock levels, by the way. Today, customers have a choice: they can have it delivered to their home, have it delivered from the central warehouse to the branch, or reserve the branch’s stock. »
“Our customers like to go to the shops. But we also see that we can also reach other online customers: young people, but also B2B customers, a segment in which we are constantly expanding,” Walter Goossens continues. Proof for him that the 20.20 recovery plan is working: From an outdated and loss-making formula, Casa has transformed into a trendy and inspirational chain that sells more than accessories and gifts and also attracts young consumers.
“We are very careful to follow trends. We also launched a brand new marketing department that integrates digital skills and ecommerce specialists. The omnichannel strategy is making a visible contribution and we are now ready to continue our growth. »
Walter Goossens will continue to discuss Casa’s omnichannel shift during the E-Commerce Trends pre-show Retail detail nightwhich will be sold out on November 24th. In particular, he will share the poster there INNO, newpharma, eFarmz.