Will You Reward Shoppers with In-Store Pickup This Holiday Season?
Published August 31, 2011 Share
For retailers, the holidays are right around the corner. That means crazy promotions, rapid inventory turnover and frenzied shoppers. And consumers shop differently during the holidays than they do the rest of the year. They are more deal-conscious and time-conscious, and most of them are operating under the stress of getting that perfect item for their loved ones.
That’s why holiday shoppers LOVE in-store pickup. They can peruse online the night before to find the item they want, ensure that it is in stock, buy it, and then pick it up at the store the next day when they are out. No more running from store to store hoping to find the item in stock.
Shoppers’ expectations rise a little every year as the trend toward convenience shopping and integration continues. The best-run retailers—Walmart, Best Buy, Staples, etc.—have all learned that integrating their online channel with their retail stores generates greater customer satisfaction and more sales.
In this recent blog post, Practical E-Commerce did a great job outlining operational strategies big retailers can use to better integrate their online sales with their brick-and-mortar locations through in-store pickup. But what about systems? Many retailers have legacy point-of-sale systems that have been around for years and work great for in-store sales, but don’t play well with online stores. Because of this, these retailers have held back on offering in-store pickup, instead treating online as a separate store. But does this support their primary business? No.
What major, multi-channel retailers—Walmart, Staples, Sears, Nordstrom and Best Buy—have figured out is that they can use the online sales channel to support and even grow their brick-and-mortar business. Online sales coupled with in-store pickup drives customers into stores where they purchase additional items. In fact, an early study from Walmart found that 60% of in-store pickup orders resulted in an average of $60 in additional sales. This makes sense, right? Once a person is in the store they are influenced by in-store marketing and the desire to get anything else they need while they are there. And it’s certainly better than using a loss leader to get customers into stores.
But whereas major retailers like Walmart have multi-million dollar budgets to integrate their web and in-store systems for in-store pickup, many retail establishments don’t. Luckily, there are more economical solutions. Shopatron’s order management solution, for example, provides streamlined In-Store Pickup capabilities and easily integrates into existing inventory and POS systems. And best of all, small retail chains can have the system installed and running in as little as 90 days. Add it today and you could be ready to offer superior service to your holiday shoppers this season and drive more sales in the process. Download our free whitepaper: In-Store Pickup Made Easy for more information.
So with the holidays around the corner and in-store pickup more prevalent than ever before, are you really ready for the holidays?