1. Where does the drive come from?
The origin of the drive-in concept can be traced back to the United States in the 1930s, when the first drive-ins were created for cinemas and fast-food restaurants. The first drive-in restaurant, Kirby’s Pig Stand, opened in 1921 in Dallas, Texas. The concept evolved and spread to other sectors, notably mass retailing. The model gained popularity for its convenience and time-saving features.
2. How does a drive work?
The purchasing process at the drive begins with online ordering, where customers select their items. Staff then pick the ordered items from the shelves or from dedicated stock. Items are carefully packed and bundled for each order. Once the order is ready, the customer is informed. They then go to the collection point, often a dedicated area in the parking lot, where they pick up their order.
3. The different types of drive
A. The fast-food drive-thru
The drive-thru concept in the fast-food sector enables customers to order and receive their meals without leaving their vehicle, offering a fast, convenient solution. Customers place their orders via an intercom or mobile app, then collect their meals from a dedicated service window. This system optimizes time and offers an efficient alternative to in-store queues.
McDonald’s is an example of a brand using this service. They popularized the “drive-thru” concept and continue to use it extensively in their restaurants around the world.
B. The drive for furniture stores
Drive-through for furniture stores has become a practical and effective solution for customers wishing to benefit from the convenience of online shopping while selecting physical items. This service allows consumers to select their favorite furniture and order it. They can then pick them up in-store, or have them delivered to their door.
IKEA has introduced online ordering with in-store collection in many regions, offering a smoother, more flexible shopping experience.
C. The drive for shopping centers
The drive-thru for shopping malls enables customers to order their groceries from a single source. This way, consumers don’t have to go to the store to buy the products they need. All they have to do is go to their drive to collect their groceries. In some drives, it is even possible to have groceries delivered to the customer’s home.
Supermarket chains such as Leclerc, Carrefour and Coopérative U are using drive-throughs. The benefits for hypermarkets are numerous.
D. Drive layout
Each retailer develops its own drive-through service according to its specific features and resources, with no restrictions on the design or features of the service. Some drives are equipped with shelters to protect customers and employees from the elements when picking up orders. Flexibility in design enables each chain to meet the varied needs and expectations of its customers.
4. How much does it cost to build a drive?
On average, a drive contributes 4% of a hypermarket’s total sales, but this proportion can reach 10 to 15% for certain chains that have invested heavily in this format. For example, for the E.Leclerc group, the leader in this field, drive represents up to 20% of sales in certain areas.
5. How profitable is a drive-in hypermarket?
The initial investment for a drive-in can range from a few hundred thousand euros for a single point of withdrawal attached to an existing store, to several million euros for a fully independent “solo” drive-in. Although this investment is generally 5 to 10 times lower than that required to open a new traditional store, the direct profitability of drives is not always guaranteed.
6. What are the advantages of a drive-through for a shopping center?
A. Customer comfort and convenience
Drives enable customers to shop from home. This saves them trips to the store and queues. This makes for a smoother, less time-consuming shopping experience, while allowing them to plan the collection of their purchases at their convenience.
B. Operational efficiency
The drive helps reduce congestion in store aisles, improving the overall customer experience and optimizing in-store product storage space.
C. Stimulating additional sales
When customers collect their orders in-store, they may be tempted to add extra items to their baskets. This is a common practice, and helps to boost overall hypermarket sales.
D. Flexibility and adaptation to consumer needs
The drive-thru service meets the expectations of modern consumers who are looking for flexible and convenient shopping options. This strengthens customer loyalty by offering them a personalized experience tailored to their individual preferences.
7. What are the disadvantages of a drive-through for a shopping center?
A. Additional costs
Some hypermarkets charge extra for drive-through services. This discourages some consumers from choosing this option.
B. Product quality problems
Customers who choose the drive-through service do not have the opportunity to inspect products directly before purchasing them. This leads to disappointment about the quality or condition of the items received.
C. Logistical challenges
Managing drive orders poses logistical challenges for hypermarkets, particularly in terms of inventory management and scheduling pick-up slots. This affects customer satisfaction.
D. Fewer cross-selling opportunities
Unlike in-store shopping, where customers can be influenced by promotions or live demonstrations to buy additional items. The drive limits these opportunities, reducing total sales for hypermarkets.
8. Smart parking adds value to hypermarket drives
Smart parking adds significant value to hypermarket drive-through services, optimizing the customer experience and operational efficiency. Smart parking enables customers to quickly and easily find a parking space dedicated to the drive. It also enables faster rotation of parking spaces, increasing capacity and maximizing use of available space.
Cocoparks is deploying an innovative solution to optimize parking and increase turnover during peak and off-peak periods. Implemented in drives, this solution increases the rotation of drive spaces and thus accommodates more shoppers.
