What Is Curbside Pickup and Why Offer It?
Posted by Julia Morrissey on Oct 2, 2024
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During the pandemic, customers embraced curbside pickup as a safe, minimal-contact shopping experience that was convenient and quick. Now, customers expect this service. To stay competitive, brands need to embrace curbside pickup as a permanent store fulfillment option.
In this post, we’ll cover what curbside pickup is, why your brand should offer it, and how to excel at it.
Table of contents:
Curbside pickup, also referred to as click-and-collect, is a retail service that lets customers place orders online, by phone, or via a mobile app and pick them up from their cars at designated spots outside the store. This fulfillment option offers brands an opportunity to enhance customer convenience, reduce in-store traffic, and provide a quick, contactless experience.
Curbside pickup is a simple process. Here are the steps involved:
The benefits of offering curbside pickup are significant. From enhancing customer satisfaction to lowering operational costs, curbside pickup can streamline the shopping experience and boost sales.
By directing customers to pick up their orders outside, curbside reduces in-store congestion, creating a more pleasant shopping environment for those who prefer to shop in-store. It can help store associates focus on providing better service to these customers.
Offering curbside pickup can attract more customers who prioritize convenience and are looking for a quick shopping solution. This can lead to increased sales as customers may be more likely to make purchases when they know they can avoid the hassle of in-store shopping but also don’t have to wait for their order to be delivered.
Providing a curbside pickup option can significantly boost customer satisfaction by meeting modern shopping preferences. It shows that a brand is adaptable and responsive to customer needs, which can improve loyalty.
Curbside pickup offers unmatched convenience by allowing customers to place their orders online or by phone and retrieve them directly from their car. This eliminates the need to navigate the store, find parking, or carry heavy items. For busy individuals or families, this can save a significant amount of time and effort, making their shopping experience much more efficient.
By managing pickups in-store, brands can reduce overall shipping and handling costs. This can be particularly advantageous for businesses that might otherwise incur higher expenses with traditional delivery logistics. For example, brands that sell large, bulky items.
When customers pick up their orders in person, they have the opportunity to inspect their items before leaving. This can help reduce return rates, as customers are less likely to return products that they’ve already verified at the time of pickup.
Curbside pickup offers undeniable convenience, but it’s not without its challenges for retailers. However, with the right strategies, brands can not only overcome these challenges but also turn them into opportunities for growth.
When customers opt for curbside pickup, they miss out on making impulse buys because they’re not inside the store. To counter this, use SMS or app notifications to suggest additional items when customers are close to picking up their order. For instance, if a customer is picking up a garden hose, send a message like, “We have a new garden nozzle for $5.99. Would you like us to add it to your order?” Another approach is to set up outdoor displays featuring impulse buy items.
Technology can help ensure a smooth curbside pickup operation. If you have impulse outdoor displays, you should equip staff with mobile POS systems to handle transactions outside the store. These systems should be integrated with your main inventory and sales systems to keep data synchronized. Additionally, consider using tablets or kiosks outside where customers can view and add impulse items to their order while they wait.
Limited curbside pickup space can be a challenge, especially in busy areas. Consider partnering with neighboring businesses to create a shared pickup zone. If space is extremely tight, consider using a scheduling system to stagger pickup times thus reducing the number of cars at the curb simultaneously.
Ensuring that customers receive the correct items is crucial, but it can be difficult when handling multiple orders simultaneously. Implement a robust system for tracking orders and verifying items before they are brought to the customer. Use barcodes or RFID tags to quickly check items against the order list. Training staff to double-check orders and maintain clear communication with customers can also help reduce mistakes.
During peak times, such as holidays or sales events, managing a high volume of curbside pickups can strain resources. To address this, consider increasing staff during busy periods and optimizing order processing workflows. Implement a system for managing and prioritizing orders based on pickup times and customer preferences. Providing a clear and efficient process for both staff and customers can help manage the increased demand effectively.
Effective communication is crucial for a smooth curbside pickup experience. Customers should receive timely updates about their order status, including when it’s ready for pickup. You can use multiple channels, including SMS, email, and app notifications, to keep customers informed. Make sure to also offer clear instructions for the pickup process and provide a dedicated contact number or support channel for any questions or issues that may arise.
The right technology can help your brand effectively implement and excel at curbside pickup.
An omnichannel order management system allows retailers to efficiently manage orders from multiple channels, ensuring accurate inventory tracking and fast fulfillment. Paired with a mobile point-of-sale system, associates can process payments and manage orders right at the curb, delivering a seamless and convenient customer experience. Together, these technologies reduce wait times, minimize errors, and make curbside pickup more efficient for both customers and staff.
If you’re looking to enhance your curbside operations with modern solutions, contact us today.
