Belgian Colruyt Group has decided to operate its unattended Okay Direct convenience stores exclusively in the vicinity of a traditional Okay outlet in future. This explains the closure of two of its three existing locations at the end of last month. At the same time, the company has announced plans to bring the 24/7 stores to the capital, Brussels.
The group opened its first Okay Direct store in 2021 on Belfortstraat in the centre of Ghent. The Retail Optimiser reported. The company developed the technology for unattended operation in-house with a team from Colruyt Group’s Technics & Engineering division, known at the time as Smart Technics. For the smart vending machines used, the group is working with British specialist Innovend.
Since then, two further Okay Direct outlets have opened in Ghent, on Leopoldstraat and at Kortrijksepoort. The latter is located right next to a traditional Okay store open at typical working hours. This location will remain open in future. Okay’s Director, An Martel, is convinced that the Okay Direct concept has proved successful and meets the needs of shoppers in urban areas.
More efficient when located near a traditional store
The Colruyt Group has carefully reviewed the concept over the past few years and assessed how Okay Direct could best be developed. An Martel explains that the conclusion was clear: “Okay Direct works best when paired with a neighbouring store. This enables us to supply both stores more efficiently and deploy employees more flexibly.”
Okay Direct stores, which are accessible round the clock, are particularly well-suited to operation in urban areas. There, shoppers are more flexible in their behaviour and view the stores as an extension of their own fridge. Moreover, cities are vibrant day and night.
New opening planned in Brussels
Based on these findings, the company is planning next steps for its innovative store concept. An Okay Direct store is set to open in the capital, Brussels, before the end of the current financial year, which ends in March 2027. A new Okay store is already planned for the city’s Etterbeek district, on the corner of Waversesteenweg and Chaussée de Wavre. An Okay Direct store is then set to open right next to it. Colruyt Group wants to announce the exact opening date at a later stage.
