I’ve been working recently on a review on buy online, pick up in store implementations in the UK market. The results make pretty grim reading.
Despite the fact that footfall is the lifeblood for brick and mortar retailers, hardly any are delivering a seamless and engaging pick up in store service. More typically, original proofs of concept have been left in place, with store associates left to try and smooth off the rough edges. The result is a cumbersome, paper-based process that leaves little room for great customer service to drive impulse purchases. Somewhere along the way, retailers have lost sight of the end goal. Indeed my own last experience of using the service left me feeling that if there was a decent alternative, I wouldn’t bother. What’s particularly amazing is that for most traditional retailers this is a great point of difference with Amazon. You can read about the problems and solutions identified here https://www.hub-box.com/resources/a-guide-to-in-store-click-collect/