is all sorted out for you. We are so fast …
we load in 90 seconds, which is the aver-
age pick-up time. That is very fast, (though)
my mission is to bring (the average time)
down to 30 seconds. It has to be very fast
and convenient so that customers love it.
And they do love it now.”
Since the Penguin Pick-Up locations are in
unenclosed shopping centres, they also
generate traffic for the brick-and-mortar
stores. “We bring the online shoppers to
the offline shopping centres. The retail-
ers, they obviously prefer that the traffic
comes to the centre and then there is the
option to bring them into the store,” said
Møller Nielsen. “Ten months ago, it was
very important for me to find a solution for
the main stakeholders: the landlord, the
shoppers, the store retailer, and the online
retailers.
“(PENGUIN PICK-UP) WAS
A WIN, WIN, WIN”
Penguin Pick-Up’s main demographic is
comprised of users between the ages
of 25 and 50, and there are more female
than male clients. There are shoppers who
rely on the service more frequently than
others, also known as “hard-core users”,
defined by Møller Nielsen as those who
frequent the pick-up centres two times a
week or more. He said they are doing al-
most all of their shopping online.
Møller Nielsen said they are the first ser-
vice of the kind in the GTA’s marketplace.
“Nobody else offers what we offer. No-
body offers that you can stay in your car
and be served. Nobody is doing what we
are doing and nobody is doing it as conve-
nient, as easy, and as fast.”
He explained that he welcomes competi-
tions as it only encourages improvement.
“I do not have a problem with competi-
tion and we are so far ahead of the game
that even if there is a competitor coming
into the marketplace, they are already 12
months behind, probably longer. There can
only be a certain amount of players in the
game like this, so we have the benefit of
being the first ones on the market.”
More information on Penguin Pick-Up can
be found online at
.
com.
JULY 2015
H
business elite canada
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