How Retailers Are Making It Easy For Customers To Click And Collect

How Retailers Are Making It Easy For Customers To Click And Collect
Delivery & Logistics

Major retailers have begun using brick-and-mortar footprints as e-commerce fulfillment centers to offer another convenient option for shoppers

PSFK
  • 15 march 2018

Retailers have been looking for new ways to keep customers coming back to brick-and-mortar stores and are providing them with more convenience options while shopping. Many now offer those with limited time the opportunity to get on-the-go access to their orders and self-service pickup experiences.

PSFK researchers took a closer look at how retailers have adapted to customers’ changing needs. An Internet Retailer survey on the subject found that “Of the roughly 57% of respondents who said they had picked up an online order in a store in the last year, 73% said they did so to avoid shipping fees. The second most common reason was convenience, with 32% of respondents saying that the store was nearby and it just made sense to pick it up. The third was timing (they couldn’t wait for delivery, cited by 30%).”

Here are some examples of companies that are empowering their customers with convenient pick up services:

Shake Shack
Shake Shack’s Astor Place location features a mobile order and pick-up service that allows customers to have a more seamless experience when ordering out. Customers can download the Shake Shack app, select their items and order via their smartphones. Then, customers receive a text message when their order is ready for pick up and proceed to the pick-up service window for their meals.

Amazon Instant Pickup
Amazon’s Instant Pickup service lets customers order from a limited list of basic supplies and Amazon devices, and then pick up the items from a nearby locker within two minutes. Using the Amazon app, customers can select and order their desired goods and pick them up from lockers that are part of the Amazon’s existing network of pick-up locations. The company started the service aimed at college students and rolled out at five campus locations in Los Angeles, Atlanta, Columbus, Ohio, Berkeley, California and College Park, Maryland.

Dunkin Donuts × Waze
Dunkin’ Donuts’ partnership with navigation app Waze allows customers to place their order ahead of time and pick up on their way. Customers download the Waze app and the Dunkin’ Donuts app, as well as sign up for a membership to the Dunkin’ Donuts customer loyalty program. Using the Waze app to find the nearest Dunkin’ Donuts location, customers click ‘Order Ahead’ and select the items they’d like to order from the Dunkin’ Donuts menu. Then, customers click the “Ready to Pick Up” button and Waze navigates the customers to the location to pick up their orders upon arrival.

Zara
Zara’s click-and-collect pop-up store at the Westfield shopping center in east London helps customers with their online purchases, returns and exchanges. The concept store ​features an area for online orders where customers can pick up their purchases without needing help from employees, thanks to an automated warehouse behind the store. Customers can able to scan a QR code or provide a pin number to activate the warehouse to retrieve their purchases.

Walmart
Walmart’s in-store self-service kiosks, called “Pickup Towers,” offer a simplified pickup process for online purchases. When a customer places an order online, they can use the Walmart app to notify the store when they’re on their way to the store, to ensure their items are ready when upon arrival. Then, customers enter the store, locate the Pickup Tower, and use their smartphone to scan an order confirmation barcode. To use the Pickup Tower, customers scan a barcode on their purchase receipt, and within 45 seconds, a door on the machine opens, and the items appear on a conveyor belt.

Retailers are finding a lot of success in enabling customers to retrieve their purchases themselves, rather than relying on assistance from store associates. Those making use of these pick up services often find the experience of receiving their orders to be quicker and easier than other methods. For more insights, check out our recent research paper, Revitalizing Brick-and-Mortars With Click And Collect.


Lead Image: Amazon

Retailers have been looking for new ways to keep customers coming back to brick-and-mortar stores and are providing them with more convenience options while shopping. Many now offer those with limited time the opportunity to get on-the-go access to their orders and self-service pickup experiences.

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