Cover Story: Getting Organized
The program works like this: Online shoppers purchase their items on The Container Store's website, then choose the GoShop! Click & Pickup option and enter a ZIP code. The site displays the nearest store and notes that customers can change their preferred location at any time while shopping. When a customer goes directly to a product page to purchase an item, they'll see whether that item is available or back ordered based on the ZIP code they previously entered. After all the items have been added to the shopping cart, customers can choose when to pick up their purchases (pickup is free).
The program is creating more valuable multichannel customers for the retailer.
"The GoShop! Click & Pickup program is driving frequency of visits from our in-store customers to our website, which is a critical component for our growth," Davis says.
They're also spending more. The Container Store first tested the program in the Dallas/Fort Worth area and found that customers who ordered online for store pickup spent twice as much as those who placed web orders for home delivery, and three times more than customers in stores.
And more and more customers are using the service, according to Davis. "On a daily basis, about 35 [percent] to 40 percent of our online orders now go through Click & Pickup rather than the standard order and delivery method."
Last summer, The Container Store took this concept one step further after talking to its customers, launching its call ahead Curbside Click & Pickup program. With this program, which is available in all but seven of its locations, customers can call ahead to their retail location and employees at that location deliver merchandise to them curbside.
"Since a lot of our customers are moms with small children, they really appreciate the ability to pull up to their local stores and have their car loaded," Davis says. "It is especially helpful when they have heavy or bulky items and they don't want to bring their children into the store."