El Corte Inglés has decided to face the omnichannel challenge and launches a new mobile app that integrates new functions and tools so that its customers can purchase 500,000 products that include a basket of fresh food and with ultra-fast deliveries.
This is the omnichannel proposal of El Corte Inglés
Currently any business must face the omnichannel challenge: offer digital solutions and tools to enhance synergies between physical and online sales with various payment methods, delivery, returns and more services in physical channels.
A challenge that recently offered a complete omnichannel experiencewith tools that include stock management through RFID tags, sales through the iPOD, automated store deliveries through QR codes and the “Store Mode” in Zara that includes several omnichannel experiences for the customer.
In the case of El Corte Inglés, the retail giant seeks to integrate new shopping features directly in its physical stores while integrating new options to online purchases.
According to , the new app will offer fashion items, electronics, computers, books, sports and food, but also travel, tickets for shows and even request quotes for insurance, pension plans and savings under a new scheme of delivery methods: on day for a selection of supermarket products and brands, in 2 hours or with scheduled time, in 24 hours or with store pick-up service or “Click and Car”a system a few years ago in which your products are delivered in the shopping center parking lot directly in the trunk without getting out of the car.
As with other , it has a section to check orders, promotions and personalized coupons, and also a search engine that includes the function of uploading an image and finding products women’s, men’s and children’s fashion. Once you have configured the payment method and address, you can buy and pay with just one click, but El Corte Inglés has an ace up its sleeve: includes new services that will also improve offline shopping.
New digital functions in the physical stores of El Corte Inglés
One of the most striking features of the El Corte Inglés app is its omnichannel utility, since it also has functions that will be useful both online and in physical stores. Among these new services we can find:
- Payments with QR code in physical stores adding the El Corte Inglés purchase card
- Find the latest news, events and services of your favorite shopping centersin addition to being able to connect to the Wi-Fi network of the centres.
- “Scan and go.” This new service offers the possibility of scan an El Corte Inglés barcode and access product information.
- Shop hands-free: related to the previous point, now you can buy what you need without having to touch the products or carry the bags, simply by scanning their barcodes. Make a payment at the end of your purchase and choose between home delivery or collection at the mall.
- Request the turn from the mobile in fishmongers, charcuterie or in customer service.
El Corte Inglés Plus: the new subscription model for large retailers
The great novelty of this new omnichannel strategy is El Corte Ingles Plus, a new Prime-style subscription service, in which €19.90 per year you can get fast deliveries of all your purchases without order limits throughout the year, with multiple shipping options, promotions and special offers and the 10% discount on the first purchase in more than 500 brands.
This strategy could help El Corte Inglés in its strategy to compete against Amazon, however, despite the fact that the rate of El Corte Inglés Plus is much lower than the 36 euros that Amazon charges for its , It should be remembered that the American retail giant offers, in addition to fast and free shipping, other services at no additional cost. like access to Prime Video, Prime Music, Prime Reading, and free unlimited photo storage on Amazon Photos. In addition, for now it is not available in Ceuta, Melilla and for international shipments.
In any case, you can use it for all El Corte Inglés and Hipercor products. except Primeriti, wine club, flowers, gift cards and products sold by third parties, and has certain restrictions on its free shipping. Thus, deliveries on the day will only be made free of charge if the purchase is greater than 40 euros.
However, both the new mobile app and the new El Corte Inglés subscription service show the great commitment to the omnichannel that the company has, a bet that will undoubtedly make it offer better services and face new consumption habits and boost its online channel.
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