Whether click-and-collect shops and restaurants want to use a curbside pickup method or another BOPIS strategy, there are a few essential things worth keeping in mind to make this strategy foolproof:
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Choose an Ideal Pickup Location
In the study mentioned earlier, 32 per cent of consumers had chosen the click-and-collect delivery method because the pickup store was near their home.
So, in order to make click-and-collect work, retailers and restaurants have to offer a convenient location point.
They also need to ensure that customers can find these locations easily. For example, they can highlight them on Google Maps and install a clear signage system at the pickup location — especially in the case of click-and-collect lockers that can be harder to find.
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Make It Accurate and Seamless
First of all, there’s no doubt that increasing order accuracy is essential to boost customer satisfaction. In fact, most shoppers will switch retailers if they have an unpleasant click & collect experience, such as a long wait time or interacting with untrained staff.
Second, using an online booking platform or software to automate some communication processes can help provide a better and more seamless shopping experience:
- You send accurate and timely updates on the status of their order, so they know when to arrive at the pickup location and avoid long queues;
- You can connect with your customers by allowing them the option to provide feedback on this service. You can also correlate their feedback to specific data (pick-up time and location) and be able to identify the issues you need to address.
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Raise Awareness Among Your Customers
With such a terrific service you provide, it would be a pity if your customers didn’t know about it or didn’t know how to use it. For example, they might be glad to know that not only they can benefit from same-day delivery, but their shopping habits will leave a significantly lower carbon footprint.
We would recommend promoting your BOPIS (buy online, pick up in-store) strategy inside your venue, on your e-commerce website, and on all your social media platforms. That way, your hard work will not go unnoticed.
Most importantly, don’t forget to show some clear visual instructions on the product page, where your customers are ready to make a purchase.
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Ensure Your Staff Is Trained for BOPIS
It’s not easy to provide exceptional customer experience when you have no direct contact with the buyer, but it’s not impossible either!
It all starts with a well-prepared team — as click & collect can increase your staff’s workload.
You will need to explain the importance of click-and-collect to your employees, as well as train them on processing and packing online orders. Naming a supervisor to manage the workflow would be a good idea as well.
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Make Payments and Refunds Easy and Accessible
Providing easy access to payment methods is essential in any e-commerce initiative. It can include “cash on collection”, online payment, or both.
While ‘contactless’ payment methods were more favoured during the pandemic, it’s still a good idea to ensure a more hygienic payment system. Moreover, allowing customers to use their debit cards without typing in their PIN codes not only reduces device contact but is also more accessible for those with visual impairment.
As for refunds, they can seem more tricky or laborious. Click and collect shops typically receive the unwanted items at their stores or warehouses and exchange them for other products or issue a refund. They may also arrange a collection at the customer’s home (which can be more costly for both parties).
With all of this being said, you should consider what options work best for you, your team, and your clientele.