In a recent eMarketer article entitled, “Retailers Must Make Buy Online, Pick Up In-Store Worth It,” it was found that consumers spent more time waiting in line when they buy online, and pick up in-store. With consumers looking to save costs and avoid shipping charges, Click and Collect holds tremendous promise to entice consumers into brick-and-mortar stores and increase shoppers’ ticket value at the cash register.
In getting shoppers past the physical store doors, the article goes on to say that retailers leave a lot to be desired when it comes to handling the “Collect” part of their Click and Collect initiatives — with a number of customers surveyed spending 58% of their time in the store at the checkout desk. Shoppers who started in-store and checked out in-store spent just 15% of their in-store time at the checkout desk, by contrast.
Retailers need to examine the purpose of their program to make Click and Collect worthwhile for their customers and for their bottom line. There’s no point to having shoppers spend their trip to the store at the register. By leveraging virtual queue software, customers can take a virtual ticket via their smartphones or take a physical ticket with the time stamp that lets them know exactly when their item is ready for pickup and payment — leaving them free to browse, and to shop. An auto call forward queuing system coupled with in-queue merchandising can further turn wait time into shopping time by engaging and delighting shoppers as they are attended to in an efficient, intelligent manner — while being provided with additional information or exposed to new and exciting products as they wait their turn.
We all know that a two-minute wait can feel like nothing at all, or can feel like forever. Click and Collect is a great idea for getting customers into your store and providing additional customer value — but once that customer is in your store — make sure you positively influence how your customer feels about their wait time. Rather than just standing in line — maximize each moment for a better customer experience and a chance to improve your bottom line.