The challenge being laid today is to understand that in-store fulfillment is a workaround, not a scalable solution, for retailers penetrating further into ecommerce. If your physical shoppers have a bad experience because of technological processes you’ve enabled, you have failed them in the overall customer journey.
Nearly one in five American consumers prefer the more convenient option of buy online, pickup anywhere or BOPA vs. showing up at a retailer’s stores in an area, if it’s offered at checkout, according to a new study from Via.Delivery. The study was based on thousands of ecommerce transactions in Q4 2021.
Seeing greater demand from customers for immediate fulfillment of ecommerce orders, Bath Bath & Beyond is expanding its same-day delivery to 700 stores covering nearly 16,000 ZIP codes, a near doubling, through a partnership with Roadie. The retailer is also allowing customers to pick up online orders curbside as early as 8 a.m.
As 2020 comes to a close, it’s time to reflect back on a wild and crazy year in retail, to paraphrase the Festrunk brothers from Saturday Night Live. COVID-19 came in like a wrecking ball in February and March, causing widespread shutdowns that hit retail especially hard, leading to hockey-stick growth in ecommerce.
The pandemic has accelerated customer experience and convenience trends that were previously gaining momentum. Now, some of those trends have become essential for businesses to offer safe shopping experiences. To know which ones are worth investing in, recognize which are fads and which will prevail long past next year.