CASE STUDY: LI
Improving Last-Mile Delivery Through Omnichannel Commerce Since e-commerce has become an important element of business strategy today, the rise of instant omnichannel shopping is a major challenge for the retail industry. Businesses are now utilizing existing stores as the entrance point to last-mile delivery as one of the go-to solutions. By Anthi Boukouvala
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n the last two years, coronavirus has reshaped the e-commerce and retail industry at an unprecedented scale and pace. The way in which products will reach their destination now, for example, is expected to be completely different from before. Convenience seems to be driving e-commerce growth and affecting customer decisions. More than ever today, companies are creating new services or improving existing ones to meet customer expectations.
transformed its business by designing and implementing a new service, called ‘NOBACCO Speedy’, in which the online shopping experience evolved from “now and then” to “here and now”. The aim was to provide a service with added value to customers, so as to boost brand loyalty and increase retention of online orders. Furthermore, this would help strengthen the company’s brand and give it an edge over the competition. The new service was launched in August 2020; it is currently avail-
NOBACCO, a Greek e-cigarette company founded in 2008, is a leader in the country’s tobacco-harm reduction market. The company has a network of 70 owned and franchise stores and a strong wholesale presence covering a network of more than 320 points-of-sale. NOBACCO covers the market territories of Greece.
Business transformation Taking into consideration the new retail landscape, NOBACCO 24 | www.geospatialworld.net | May-June 2022
Figure 1: NOBACCO Speedy omnichannel service
able in the three biggest cities in Greece — Athens, Thessaloniki and Patras, operating through 20 NOBACCO shops/hubs.
Location-based real-time connectivity As far as the challenge of integrating physical and online channels is concerned, a new business model supported by appropriate technology was created, enabling real-time connection between the e-shop, headquarters and physical stores of the company.
