The online and offline worlds are converging to create new ways of engaging and servicing consumers. Multi-channel tactics such as Amazon or Walmart’s “Lockers” service, which enables consumers to purchase products online ahead of time and have them ready for pick-up at a designated destination.
In a similar light, London’s high-end luxury destination Selfridges recently announced they are launching a drive-thru service where consumers can purchase products and clothes online in advance to pick them up at a drive-thru reception area. The service, named Click and Collect will be available January next year.
Given Selfridges deep heritage dating back over 100 years, the detail destination has been gradually beefing up their online presence by making their products available and creating new services that augment the in-store retail experience. London’s Evening Standard reports that “The store, which launched its website three years ago, is investing millions of pounds on beefing up its online presence. A new “Click and Collect” service recently started and already accounts for between 10 and 15% of turnover.”
With such a high conversion rate, it’s understandable why they are diversifying entry points into the purchase funnel. Customers will soon be able to order purchases online and once they arrive at the drive-thru, staff will bring their orders to their vehicles. To ensure customer satisfaction, shoppers at the drive-thru will be able to try their purchases on before finalizing their order.