Norwegian shopping centre-pilot for click-and-collect

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For the first time a Norwegian shopping centre starts testing automatic lockers for e-commerce.
The pilot starts now in three Norwegian shopping center.
“The world opens up in a phenomenal way”, says Marianne Håkonsen, Marketing Director, Sektor Gruppen AS.

It is a test project initiated by PostNord and Norwegian Sektor Gruppen where e-commerce customers can collect their goods in the shopping center instead of the postal service at a grocery store.
In Norway, Sektor’s shopping centres Stovner centre in Oslo, Trekanten in Asker and Kolbotn square in Oppegård are designated as pilots, together with a central location in Oslo.
“They have been chosen because of their demographics. Stovner and Kolbotn torg have a large spread of target groups while it is more homogeneous in for Trekanten in Asker, “says Market Director Marianne Håkonsen.
Also Sektor trials different locations in the shopping centres to see what works best for both customer and supplier. Each module consists of 15-20 lockers.
“We have not made them completely central to the shopping centre, but not hidden them either. We want to see what the customer will experience as the best service.”
The e-commerce customer can choose to have the goods delivered by PostNord to a mall, get a code and when it’s tapped in on location the locker opens.
“We believe in this. It could be the start of a service offering that a mall must provide in the future. What we are interested in is what the volume is, at what frequency and what we are capable of”, says Marianne Håkonsen. stovner_DSC3156
“We also want to see how consumers may combine online shopping and a visit to the mall.”
The service starts now and will last until further notice. Some e-commerce services, such as Miinto, have already responded positively to the offer, including also smaller retailers with no physical store to reach customers in the shopping centre.
In the UK, for example Westfield London offers an expanded version of the service with pick up-desk, dressing room and returns management. This project has none of this yet, but Marianne Håkonsen see opportunities in the future.
“I think the world opens up in a phenomenal way. We should be in the forefront and innovative”, she states.
But there are also questions for the future, such as how an increase in e-commerce and the Click and Collect service are to be combined with turnover rents.
“We have a small percentage of a percentage rent and the Click and Collect in stores is still very small, so we are less vulnerable to that.”
“This is also no competitor to the larger chains’ Click and Collect service. I think the services complement each other.”