Consumers turned to ‘Click and Collect’ or Order for Pickup in more significant numbers than ever before since the COVID-19 crisis started, for both the convenience and its contactless experience that cuts down the time the customer needs to be in a store. Since the beginning of the pandemic through June 2020, Order for Pickup order volume has risen 202%, with almost 30% of orders being driven by customers new to the channel.
Not surprisingly, the contactless new way to shop protocols were ranked #1 by consumers, according to our playbook, as the most critical factor in feeling safe while shopping. In our playbook, we investigate the impact of the contactless happening on the client journey and highlight the three pillars that brands must focus on:
The 3 Pillars to a Contactless Experience:
1. Digital first
Merchants want a seamless digital experience beginning with contactless ordering and return along with personalized communications. Regular and direct connection to customers, whether it is about safety protocols, new hours, or promotions are essential to personalizing your digital communication as much as feasible.
2. Customer-centric order prep
The contactless shopping experience needs you to rethink curbside order arrangement to place the customer at the centre of the manner (vs. prepping orders when your staff is ready) while keeping employees safe. When curbside order arrangement is timed to customer arrival, you will have time to stage orders and be served for a more reliable, contactless handoff.
3. Contactless handoff
Customers want to wait times with their purchases least when they arrive. They also wish to prominent contactless protocols like designated pickup parking spots or pickup areas, social distancing, and a contactless handoff. Audit your curbside handoff experience to ensure you optimize your customer’s and employees’ safety and well-being while taking advantage of the available space.
Consumer behavior has changed for the long-term.
Consumer buying style has upended how merchants approach their business model and bring forward more challenging requirements for the future where a vital portion of users are likely to continue to want a contactless curbside life even after the modern change subsides.
With a massive shift towards Order for Pickup, we believe that most consumers who experienced curbside ordering speed and convenience will become loyal and will not go back to their old in-store shopping habits anytime soon.
So what does this mean for retailers? The top insights from our latest playbook tell us the successful execution of a long-term contactless Order for Pickup strategy:
- Enhances your brand reputation of one that prioritizes health and safety
- Increases customer satisfaction and loyalty
- Enables you to be prepared the next time anything like this upends operations again.
Now is the time to rethink your customer visit, to find possibilities to innovate and achieve technologies that make online purchases and curbside achievement easier and faster for both customers and your store workers.
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