Lenta is a Russian hypermarket chain that ranks 4th among the largest retail chains in the country. Lenta runs 246 hypermarkets in 88 Russian cities and 131 supermarkets in Moscow, St. Petersburg, Siberia, Ural, and Central region. Total retail area 1.4 million sq. m.
The key objective was to create an own e-commerce project and launched a new retail channel by implementing Click&Collect services for ordering and pick-up, based on the SAP Commerce Cloud e-commerce platform. To fulfill this objective the company chose a solution which would promote growth of the business in both scale and functionality. Implementing the SAP Commerce Cloud platform became an important step towards omni-channel service development for Lenta.
It was a unique project for it fell within the pandemic period, so the whole implementation was executed remotely. The system was implemented in the short time of 2 months. Within that time, Lenta established brand new business processes: order packing and order management, call-center operations, and others.
Larger average purchase size in comparison to standard purchase in an outlet
Lenta hypermarket saw the launch of the new service
Implementation of a single platform that is going to be scaled to cover every region of a Lenta market representation.
The implementation resulted in establishing: e-commerce channel order forming processes that respect specific limitations, pack-and-pick processes, and processes of order life-cycle management.
The Click&Collect feature became available to signed in users of Lenta’s website. Signed in customers have access to the broad assortments which are subject to all promotion campaigns and bonus programs.
Implementation of Click&Collect allowed Lenta to establish new popular sevices that increase customer loyalty.
IT business partner Lenta company
«The events of the recent months showed us that the work towards online retail channel must be a top priority for modern retail chains. Goods ordering and picking allows hypermarket chain to offer a higher service level and to support the sales volumes in times when customers wary of visiting crowded outlets because of unstable epidemiologic situation. This solution has already proven its effectiveness by the increase in the number of orders and average purchase size».