Marie Blachère innovates with the deployment of click-and-collect in bakeries

Cyril Blondel
Updated on 23 April 2024 by Cyril Blondel
Reading Time: 3 minutes

To cope with lockdown, some merchants engage in innovations with Dalenys. The brand Marie Blachère, with its network of more than 500 bakeries located throughout France, has relied on Dalenys payment solution to launch a click-and-collect offering that makes online shopping possible with a fast pick up in-store.

This process particularly meets the current expectations of consumers, who can place their orders online before going to the store. The waiting time in shops is limited with specific line and slot to pick up orders, and product availability is more guaranteed. Payment made online beforehand helps limit contact and avoid going to the cash desk.

"We are proud to offer this new smooth and secure shopping experience, which we were able to deploy in a very short time thanks to the support provided by the Dalenys teams. Adapted to the unprecedented crisis situation that we are all going through, this initiative is also achievable thanks to the tremendous commitment of the employees of our brand Marie Blachère, who are engaged every day in the field. We were able to rely on the motivation of more than 8,000 employees, who work daily in bakery to ensure continuity of services. All of them quickly took ownership of the project and adapted to the new organization needed to ensure that orders received by click-and-collect are taken into account and prepared » specifies Mathieu Lecomte, DOSI of Blachère group.

Very popular with consumers, click-and-collect is one of the emblematic pillars of unified commerce. This new type of commerce, which is characterized by a blurring of the boundaries between e-commerce and stores, opens up possibilities while focusing on customer experience. Thanks to its expertise in payment technologies and its platform designed for unified commerce, Dalenys facilitates the creation of new shopping paths across all channels, and offers merchants the possibility of designing a shopping experience that is fluid, personalized and optimized. Dalenys’ solutions contribute to strengthening the bond with each client, and meet the crucial loyalty challenges faced by merchants.

For this omnichannel purchasing process, Blachère group naturally uses Dalenys unified payment platform. It provides with end-to-end control of transactions and centralized data management, through a single monitoring interface for all the shops. This promising initiative is part of a strategy to digitize Marie Blachère’s points of sales. With a family shareholding structure and a strong attachment to its bakery expertise, the company pays particular attention to nurturing its authentic relationship with its customers, in each of its digital transformation actions.

Therefore, projects providing quality service and optimized experience in store are quickly prioritized by the brand. Click-and-collect, initially detected as an adequate means of optimizing omnichannel purchasing routes, especially during peak hours, was quickly identified as a particularly suitable tool for optimizing and securing point of sales experiences, in the current context.

Caring for the merchants’ needs, Dalenys teams were able to respond with agility and very quickly to support the acceleration of the project wished by Blachère group. The teams of Marie Blachère were then able to organize themselves in a few days to fulfil the orders placed by internet as of the beginning of April in all the shops. Thanks to this large-scale deployment, hundreds of Marie Blachère bakeries are now accepting click-and-collect orders via the group's website.

To locate the bakeries participating in the operation, go to:

To find out more about Dalenys' omnichannel offer:

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