Do you know what dark stores are? This type of distribution center has gained popularity as the new face of the omnichannel sales model.
The research Global Consumer Insights 2018, A study by PwC indicated that two-thirds of Brazilians (64%) are willing to Paying more for faster delivery and, if possible, on the same day. Retailers need to be prepared to seize this opportunity — and many see the dark stores as allies.
This concept gained more popularity during the pandemic, since the e-commerce grew 75% During this period, to meet high demand and deadlines, distribution centers needed to get closer to customers. Large retailers such as Target, Walmart, and Carrefour have already invested in this model, which is the new "face" of the omnichannel sales model.
But what exactly are dark stores?
From the English "dark shops," the term refers to dedicated storage units, separation and shipping of products sold online. In other words, customers cannot frequent these spaces, which tend to be small and located in key areas of the city.
The goal is simple: to serve as a storage or collection point to shorten the distance between the product and the customer, allowing for same-day deliveries.same day delivery) or the next day (next day delivery).
Here, it's important to differentiate between dark stores and... pick up points. The second are pickup points. accessible to customers and without any company representative. The "dark shops," also known as microhub, These [venues] are not open to the public and have workers separating the orders.
How the current moment strengthens dark stores.
The numbers don't lie. According to the research 2020 Global Consumer Insights Survey, 63% of consumers are doing more grocery shopping. via the internet or telephone. Furthermore, 86% are likely to maintain this behavior after social distancing ends.
The rapid growth of online shopping requires companies to adapt. And that's not all: they need to deliver excellent service. customer experience, one of the main current attractions. After all, 86% of buyers are willing to pay more For a better experience. This includes the possibility of receiving orders within 24 hours of purchase.
Within this context, businesses are seeking processes that reduce abandonment rates and increase profits. dark stores They serve to bring the merchandise closer to the consumer., speeding up deliveries and enhancing the customer experience.
What are the main logistical challenges for dark stores?
However, caution is needed before embarking on a project of dark stores. This storage model brings a series of logistical challenges, as was to be expected. As we saw earlier, The increasing adoption of digital commerce impacts the logistics process. And the company needs to be structured for this new reality.
Location
Unlike large distribution centers, the dark stores They are located in the most densely populated cities. Remember that the goal is to reduce the distance between the consumer and the purchased product, minimizing delivery time as much as possible.
Many entrepreneurs used closed physical stores to set up their businesses. microhubs. Ultimately, the structure is quite similar: they are spaces with easy access to products, a central location, and close to the city's main roads.
Format
Another point of attention is in format of dark stores. This model can be implemented in different ways or with other objectives. For example, removing some of the functions of more distant Distribution Centers, delivery to lockers (or pick-up points), and "drive-thru".
What matters is maintaining the essence of the concept. That is, formats that do not require interaction between consumers and the team responsible for operations. If necessary, this Contact should be kept to a minimum. and not be the main feature of the dark store — like the drive-thru.
Operations management
It's no coincidence that the dark stores They are seen as the new face of the omnichannel sales model. This space contains information on all online and physical store sales inventory. technology and management programs They step into this scenario to ensure that everyone has access to the same information and can proceed with the operation.
Warehouse management software, such as WMS, These tools are fundamental. They serve to manage inventory and control the movement of goods. At the same time, they offer a clear, 360° view so that the manager knows what is happening in all sectors, allowing them to make decisions. decisions based on numbers.
It was clear that the dark stores They are the future of retail. But don't think this scenario is far off; on the contrary, large companies are increasingly adopting this model, but prior planning is necessary for it to succeed.
