Regional Deep Dive: Contactless Collection and Returns in EMEA Retail

As the EMEA (Europe, Middle East, and Africa) retail landscape rapidly evolves, contactless collection and returns have emerged as critical pillars of digital transformation. The region’s unique blend of regulatory complexity, diverse consumer expectations, and operational realities demands tailored solutions that go beyond global best practices. At Publicis Sapient, our experience with leading European retailers—including major grocers and hypermarket chains—demonstrates how localized, agile approaches to contactless fulfillment can drive measurable business impact, enhance customer satisfaction, and future-proof retail operations.

The EMEA Context: Navigating Complexity and Opportunity

EMEA’s retail environment is defined by its diversity. Mature markets such as the UK, France, and Germany feature established retail giants and highly discerning consumers who expect seamless, personalized, and sustainable experiences. At the same time, retailers must navigate a patchwork of regulations—ranging from data privacy (such as GDPR) to environmental standards—while contending with fragmented technology landscapes and supply chain volatility. These factors make real-time inventory visibility, flexible fulfillment, and robust data management more challenging, yet more essential than ever.

The Rise of Contactless Collection and Returns

The COVID-19 pandemic accelerated the adoption of contactless solutions across EMEA, but their value extends far beyond health and safety. Today’s consumers demand speed, convenience, and control—whether collecting an online order, making a return, or shopping in-store. Contactless collection and returns, powered by digital tools such as mobile chat, messaging platforms, and real-time notifications, have become the new standard for urban and suburban retailers alike.

Key Features Driving Success

These features not only improve operational efficiency but also provide valuable data to inform future enhancements and personalization strategies.

Regional Case Studies: Carrefour and Leading European Grocers

Carrefour: Digital Acceleration in France

A leading hypermarket chain in France faced declining foot traffic and fierce competition from both local and international digital players. Publicis Sapient partnered with Carrefour to unify its digital vision, break down organizational silos, and accelerate e-commerce growth. The transformation included: Within a year, Carrefour saw a 1.5x increase in conversion rates, record-high customer satisfaction, and a dramatic acceleration in digital innovation—demonstrating the power of unified, agile digital platforms in EMEA retail.

Curbside Fulfillment for a Major European Grocer

A top European grocer sought to capitalize on the growing popularity of curbside pickup, a fulfillment model that surged in demand post-2020. Publicis Sapient partnered with the retailer to conduct market research, quantify costs, and develop a scalable curbside solution. The result was a profitable, future-proof model that reduced operational costs, increased in-store profits, and passed savings on to customers. The business impact included a predicted $5.3B revenue increase and a 30% reduction in labor costs by 2024, underscoring the financial and operational benefits of tailored contactless strategies.

Best Practices for EMEA Retailers

Drawing on our experience across the region, several actionable insights emerge for retailers seeking to modernize their contactless collection and returns:
  1. Assess and Integrate Your Technology Landscape: Address fragmentation in digital and physical systems. Invest in platforms that enable real-time data sharing and unified customer experiences.
  2. Prioritize Inventory and Fulfillment Optimization: Implement solutions that provide end-to-end visibility and flexible fulfillment options, tailored to local market needs and regulatory requirements.
  3. Embrace Agile Ways of Working: Break down organizational silos and empower cross-functional teams to deliver rapid, customer-centric innovation.
  4. Leverage Data for Personalization and Loyalty: Use advanced analytics and AI to understand customer preferences, optimize promotions, and build lasting relationships—while respecting privacy regulations.
  5. Adapt to Local Consumer Behaviors: Recognize and respond to regional differences in shopping habits, payment preferences, and cultural expectations, including the growing demand for sustainable and ethical retailing.

Overcoming Regulatory and Operational Challenges

EMEA retailers must navigate a complex regulatory environment, particularly around data privacy and sustainability. Solutions must be designed with compliance in mind, ensuring that customer data is handled securely and transparently. Additionally, the region’s fragmented technology landscape requires flexible, cloud-native platforms that can integrate with legacy systems and scale rapidly across diverse markets.

The Publicis Sapient Approach: Local Expertise, Global Impact

Our SPEED methodology—Strategy, Product, Experience, Engineering, and Data & AI—ensures that every transformation is holistic, outcome-driven, and tailored to the realities of each EMEA market. We combine deep regional expertise with global best practices, helping retailers:

Looking Ahead: The Future of Contactless in EMEA Retail

As digital transformation accelerates, the boundaries between online and offline retail will continue to blur. EMEA retailers who embrace contactless technologies are not only meeting current consumer demands but also positioning themselves for future growth. By delivering frictionless, integrated experiences at every touchpoint, they can differentiate their brand, build loyalty, and capture new market opportunities.
Ready to transform your retail business for the digital era? Connect with Publicis Sapient’s experts to discover how we can help you unlock the next chapter of growth and innovation in EMEA and around the world.