Multichannel Marketing: Streamline In-store Pickup of Merchandise Purchased Online
Customers like the convenience of ordering merchandise online and picking it up at their local stores, says Lauren Freedman, president of the e-tailing group, a Chicago-based consultancy that provides e-commerce merchandising solutions.
“As online shopping continues to become more mainstream, we believe that delivering a cohesive, multichannel shopping experience is essential,” she says. To that end, the e-tailing group offers the following checklist to multichannel retailers offering in-store pickup of items ordered on the Internet.
1. Consistently send an e-mail notification when merchandise is available for pickup; include detailed pick-up information.
2. Strive to have merchandise available for pickup within 24 to 48 hours from the order date.
3. Allow at least 14 days for pickup; be flexible if the customer is unable to meet a deadline.
4. Create a designated area, complete with trained sales/service personnel, for in-store pickups.
5. Have the merchandise available and ready.
6. Eliminate the need for the customer to re-ring the product while in the store.
7. Train all sales associates to eliminate the need to call for additional help.
8. Use the opportunity of having customers in your store to sell them something else.
9. Take advantage of cross marketing in-store; mention the Web and offer an incentive to sign up for e-mail promotions.
For more information, visit www.e-tailing.com, or reach Lauren Freedman at (773) 975-7280.