Click-and-collect or BOPIS (buy online, pickup in-store) has become an increasingly popular shopping method among consumers. Consumers spent over 70 billion dollars on click-and-collect orders in 2020. This amounts to almost 10% of all e-commerce sales and 2022 spending is predicted to be around 96 billion. Over 50% of adult shoppers use BOPIS and 87% of retailers have already implemented the option for shoppers. Many of these experiences, however, are plagued with long wait times and unclear instructions – leaving shoppers less than satisfied. Fortunately, some retailers have found a way to navigate these challenges and offer a more seamless experience for their customers through location-powered pickup experiences.
4 ways to improve the BOPIS experience for customers by using location infrastructure
Reduce wait times with real-time customer ETAs
One way to improve the BOPIS experience is by reducing wait times with live customer ETAs that alert store associates when a customer is on their way to retrieve their order. Trip tracking uses foreground location to identify a customer’s location while en route to a store for order pickup. This data can alert staff when a customer is on the way, approaching the store, and parked in a curbside pickup spot. Arrival detection allows customers to simply park and wait for their goods without having to notify staff they’ve arrived. Retail staff team members can prioritize order preparation based on customer arrival time, reducing the customer wait time.
Deliver personalized messaging
Customers expect personalized experiences and messaging throughout their shopping journey. With location infrastructure, retailers can create in-app experiences and messaging tailored to a customer’s physical location. By doing so, retailers can provide order updates, promote upsells based on a customer’s purchase history, and send loyalty program reminders.
Provide timely pickup instructions
Once a customer is on their way to the store, retailers who use location infrastructure can trigger proximity-based push notifications or SMS messages. For instance, retailers can create geofences around stores, so customers who are en route to pick up an order can receive a message with pickup spot instructions once they enter the parking lot.
Prompt for feedback after pickup
Lastly, retailers can prompt customers to provide feedback once they have completed their pickup order and exited the store or parking lot geofence. This data can be used to improve the pickup experience for future customers and reduce churn for customers who may have had a negative experience at pickup.
How to get started?
Retail teams looking to improve their click-and-collect experience have the option to either build or buy location infrastructure. A trusted solution partner can provide robust location tools that improve the customer experience while maintaining strict data privacy practices. By unlocking the benefits of location, retail brands can reduce wait times and increase staff efficiency, driving significant revenue and brand loyalty amidst even the fiercest competition and economic uncertainties
Source: Retail Dive
