1/29/2016
Modern Conveniences
Jennifer Polanz
Usually when something is a convenience to a customer, it’s usually a pain in the tuckus for a retailer. In-store pickup is no different. Christmas 2015 showed more and more consumers want retailers to offer the modern convenience of ordering online and picking up products in store. We call this type of shopper “omnichannel” and they’re getting more prevalent by the minute.
In-store pickup sounds rather simple on its face, but the logistics are a nightmare (think inventory management, having product ready, long pickup lines, etc). However, it’s what consumers want. In an NRF survey conducted before Christmas, 46% of respondents said they would order online and pick up in store during the holidays. Of course, 93% said they would take advantage of free shipping if they could, but in the immortal words of the Rolling Stones, you can’t always get what you want.
Or can you? As more retailers begin offering in-store pickup, the more it becomes clear virtually no one is set up for a trouble-free pickup. Even Target, which rated highly in customer satisfaction for in-store pickup, had its fair share of headaches in getting customers through the process efficiently. But they’re continuing to hone the process because they know customers won’t back down (Tom Petty said that).
So why am I talking about this? What consumers expect out of retailers like Target, Walmart and the like trickles down to what they expect from you. And this has the potential to be a great opportunity, if the logistics are in place.
Deb Foisy is a garden retailer with a U-pick raspberry farm in Alberta, Canada, and I really love what she’s doing this winter. She’s sending out emails with links to her website where customers can pre-order their hanging baskets for the upcoming year. This is the equivalent to in-store pickup, where consumers order ahead and then come in to pick up. Those are sales coming in during a time when, let’s face it, there are few to none.
I would add, too, if you really wanted to get boutique-y, you could slap a cute tag with the customer’s name on that hanging basket they just ordered, take a picture and send it to them with their confirmation. Give ’em something to look forward to. It’s -4 windchill in Cleveland right now as I write this and I sure could use something spring-like to look forward to.
The next step is in spring—an email goes out with the message: “Your basket is ready for pickup.” And don’t forget a small promotion or coupon to encourage the customer to shop once they come in for their beautiful basket. There are logistics to work out, but it really could be worth the trouble.
Speaking of modern conveniences, we’re all about simplifying your customers’ lives right now. Check out Ellen’s story about drip irrigation on page 34 and how you can help your customers automate. We’re not just simplifying their life, though. We care about you, too. Turn to page 36 to find out how to take advantage of new tax regulations to makeover the garden center. And then flip to pages 28 and 45 for mixed container ideas for spring and Valentine’s Day, respectively.
GP