Wpis dostępny jest także w języku: polski
One of the largest online shops in Poland, empik.com, is growing not only in the online channel. The company also reports very good sales results of the hybrid model.
Hybrid model means a purchase in a stationary facility preceded by a reservation on the website. This solution was implemented by Empik in 2018 and recently, due to the situation related to COVID-19, it is growing in popularity. Between May and September, the number of collected reservations tripled compared to 2019. The most popular in this model are books, which account for 70% of reservations.
Reservations from mobile devices prevail
Reservations are free of charge and some products are available for pickup within two hours. – By reserving the goods, the customer saves time and becomes sure that no one will notice it in the purchase and the book, CD or game they are looking for will be waiting for them especially – emphasises Grzegorz Bieszke, Omnichannel and Customer Experience Director at Empik.
Customers usually use the reservation option on mobile devices. They are responsible for 59% of bookings, 23% of which comes from the application and 36% from the mobile version of the website.
Empik Marketplace breaks records
In September, Empik also reported on the success of Empik Marketplace. Currently, the sales through the platform are conducted by about 1,200 companies, including Dr Irena Eris, Tchibo, Lavazza, Intersport, Foods by Ann, Vobis, Miele, Inglot and Duka, among others. The number of sales offers at the Marketplace has recently exceeded 1 million, and monthly number of such offers is about 120,000, six times more than a year ago.
In the entire purchasing structure of an online shop, the Marketplace accounts for several dozen percent of all orders. The most popular categories on the platform are Home and Garden, Electronics and Toys. At the same time, Empik reported at the end of September that since the beginning of the year, the fastest growth in sales has been recorded in the Sport (+195%), Home Appliances (+146%) and Stationery (+142%) categories. The sales of the Marketplace by mobile application increased by 129% y/y in that period.