The Wall Street Journal recently wrote an article on research firm eMarketer’s Holiday sales predictions. The good news is that they’re estimating that U.S. retail sales will climb 5% in November and December, besting last year’s growth rate of 3.4%. While that is excellent news for brick and mortar retailers — holiday eCommerce sales are projected to also grow 16.6% to $72.41 billion, ahead of last year’s 15.3% rate. As connected consumers continue to buy both in-store and online — what is clear is that retailers need to maximize their opportunities across their various channels by offering digital incentives that according to the article, “merge the physical and mobile space.”
One way to do this is via “Click and Collect,” a rather recent phenomena that has gained traction in the US and is already popular in the UK. “Click and Collect” services allow shoppers to order products online and have them delivered to their local store or to a designated store. Not only does this ease shipping costs for customers and offer an additional option for purchase, but customers can extend their shopping – especially around the holidays by buying other items in the store while there for pickup.
In order to make “Click and Collect” a successful bridge between virtual and in-store shopping – retailers need to be cognizant of delivering a seamless customer journey that is consistent with the ease of purchase online to the in-store pickup experience.
To maximize the “Collect” experience here are some ideas to consider:
- Create a clearly designated, attractive area – incorporate interactive digital signage for maximum branding and visual appeal along with colorful media panels to guide and inform customers about your particular “Click and Collect” program.
- Arm your staff with inline greeter technology – so from the moment the customer arrives they can be quickly, easily and personally assisted based on their preferences.
- Since you can expect this to be a busy area in the store – implement virtual queuing technology so customers can shop and be alerted on their mobile phones when their pickup is ready or take a ticket from a touchscreen ticket dispenser. Display queuing information alongside branding and advertising information by incorporating Corporate TV, multimedia management into an inline dispersed virtual queuing system will keep customers informed and entertained while they wait.
- Ensure the checkout line is equitable and clearly designated. Make the most of the space by using the time your customers have while waiting on line to share exciting offers and promotions via next generation digital signage and by showcasing thoughtful last minute merchandise items for purchase with in-queue merchandising.
“Click and Collect” is a great opportunity to improve the overall shopping experience, win your customer’s loyalty and boost Holiday Retail purchases. If you are ready to set up your “Click and Collect” area but aren’t sure how to get started, contact Tensator’s customer journey specialists today.