Chinese ecommerce giant JD.com has launched an urban click-and-collect-focused retailer in the Netherlands powered by the automated logistics infrastructure it uses in its warehouses.
Ochama, which is said to stand for “omnichannel amazing”, is a new retail brand that will sell a wide range of products spanning food, homewares, consumer electronics and fashion via a members-only app.
Once customers have placed their order, JD.com’s fleet of automated ground vehicles assemble their items into a single box and a robotic arm is used to place the order into a set collection bay.
When a customer arrives at the pick-up point in the physical Ochama store, they must scan their Ochama app and their box will automatically be delivered on a conveyer belt to the bay they are waiting at.
To get to the click-and-collect bays at the back of the store, customers must walk through the Showroom area, where Ochama will showcase a range of products that need to be experienced. All of these items can be purchased through the Ochama app. In this way, Ochama is one of the very first next-gen retail stores that automates most of the picking process and customer journey, while inviting customers to slow down to experience the products where touch, smell and taste really makes a difference.
“With rich experience in retail and cutting-edge logistics technologies that the company has accumulated over the years, we aspire to create an unprecedented shopping format for customers in Europe with better price and service,” said Pass Lei, general manager of ochama, JD Worldwide.
By ramping up the efficiency of the location through the use of automation, Ochama claims it is able to lower the prices of its products by up to 10%. For those not wishing to visit the showroom, Ochama offers next day delivery.
The first two Ochama location opened in Leiden and Rotterdam, with two more set to open in Amsterdam and Utrecht in the near future. JD.com says it has chosen to launch Ochama in The Netherlands because of the density of its cities, which make them ideal test locations for the format.
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