Italy’s leading delivery company in the Cannabis Light & Lifestyle sector reveals how integrating Pickup Points increased trust and conversions.
The client: JustMary
JustMary.com is Italy’s leading eCommerce platform for Cannabis Light, CBD products, and lifestyle items. With a business model built on speed and quality, the company quickly encountered a unique challenge in its industry: the absolute need for privacy for the end customer.
The challenge: “Privacy Friction” at checkout
In the Wellness and sensitive products sector, checkout is not just a financial transaction, it is a moment of social risk assessment. Data analysis revealed a clear pattern: many users were abandoning their carts due to concerns about home delivery. “The customer wants the product, but doesn’t want the courier at the door,” explains JustMary’s management. “The fear that a family member, roommate, or building concierge might see the package – even if it’s anonymous – was a barrier to purchase. We needed to make delivery ‘invisible.’”
The solution: Integrated Pickup Points
JustMary chose GEL Proximity’s technology to integrate thousands of Lockers, Newsstands, and Pickup Points directly into the checkout flow. This move transformed logistics from a pure cost center into a marketing lever:
- Total anonymity: customers can select a locker or tobacco shop away from home. No one knows what they are collecting.
- Flexible timing: eliminates the issue of “I wasn’t home when the courier arrived.”
- Seamless checkout: the integrated map allows customers to select the most convenient location in under three seconds.
The results
The adoption of Proximity Logistics generated immediate impact on business metrics:
- Increase in Conversion Rate: users who choose locker pickup complete their purchases more frequently than those opting for standard delivery. In particular, customers who interact with the GEL Proximity map at checkout show a +22% higher conversion rate compared to traditional delivery—clear evidence that privacy acts as a decision-making driver.
- Reduction in returns: the introduction of lockers drastically reduced failed deliveries and storage issues. JustMary recorded a -92% decrease in Failed Deliveries, with the “recipient absent” issue virtually eliminated.
- Customer loyalty: customers who experience anonymous pickup through a Pickup Point develop a stronger relationship with the brand. Their retention rate is 2.4x higher than average: once customers experience the privacy of a locker, they tend to repurchase significantly more often, feeling “safe” throughout the process.
The CEO’s perspective
“GEL Proximity is not just a technology partner—it is a privacy enabler. Thanks to their extensive network, we have been able to promise our customers full control over their purchases. Today, shipping to a Pickup Point is not a secondary option—it is the core of our service promise.” – Matteo Moretti, CEO of JustMary.
