Bridging Off and Online
More and more customers are buying products over the Web and picking them up at a store. Although in-store operations have improved considerably in the past year, some inconsistencies remain, such as store hours not being indicated on Web sites, order pick-up times not stated, and not enough days allotted to pick up purchases. Here’s how to improve the buy-online/pick-up-in-store process:
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Always send an e-mail notification to the customer when the merchandise is available for pick-up.
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Make sure that the e-mail message includes detailed pick-up information, including the store’s address, phone number, and hours of operation.
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Strive to have the merchandise available for pick-up within 24-48 hours of the order date.
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Create a well-staffed area for in-store pick-ups to increase operational efficiency.
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Train all service personnel on in-store pick-ups as well as on how to upsell and cross-sell products rather than just ringing up the sale.
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Have the merchandise available and ready for pick-up in the designated area.
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Merchandise pick-up counters should also be able to accommodate returns.
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Since the product has already been purchased online, eliminate the need to ring it up again in the store.
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Allow at least 14 days for pick-up and provide flexibility if the customer is unable to meet the deadline.
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Take advantage of cross-marketing opportunities in the store.
