The challenge
Personalised ecommerce is harder to fulfil than standard online retail. Every order has to be right, and the customer is waiting for something made specifically for them, their club or their team. On top of accuracy and lead time, the final handover was a problem: collections depended on staffed opening hours that didn’t suit volunteers and club representatives, and every collection broke the flow of the working day for the team.
“There are three main challenges. The first is accurately completing the order, because each order has a degree of personalised embroidery or print. Secondly, completing the orders within the target lead time. And thirdly, communicating with the customers clearly and accurately throughout the process and upon completion.”
The solution
Macron installed eLocker’s Click & Collect lockers so customers can collect completed orders from secure lockers at a time that suits them. When an order is ready the customer gets everything they need, visits the lockers and collects without a staffed handover. For Macron, the team can load lockers in one controlled process instead of dealing with fragmented collections all day, and the backend gives a clear view of orders in progress and collected, with automated reminders to customers.
“The vast majority of people need to operate with more flexibility beyond our Monday to Friday, 9 to 5 operating hours. By having the lockers available 24 hours a day, it really allows them to achieve that flexibility.”
The result
The biggest operational change was the shift from repeated interruptions to one daily loading process. Productivity is usually lost in small pieces, a paused task, an interrupted meeting, someone stopping to locate an order, and across a busy week it adds up. Customers now collect around their own schedules, the team gets more uninterrupted time on fulfilment and accuracy, and managers get clearer visibility of what’s loaded, collected and still in progress.
“Instead of having fragmented service to customers throughout the day, interrupting other tasks and meetings, we now have one instance of loading the lockers each day.”
Commercial outcome
Forecast return on investment within 18 months of each site
The return isn’t based on one benefit alone. It comes from a better operating model: 24-hour collection, fewer interruptions, one controlled daily load, automated customer reminders, and clearer visibility of order status, all making the collection journey easier to scale.
“We forecast a return on investment within 18 months of each site being installed.” — Duncan Richmond
“Working with eLocker has been fantastic. Any time we’ve had any queries or questions, the team have been really responsive, whether that’s over the phone, by email, or in person on site.”
