If you have clients that have a brick-and-mortar shop and are still struggling to find ways to get online, you might consider suggesting that they give their customers the option to order online and then pick up at their physical store.
Pickup is an eCommerce Competitive Strategy
Retailers are always looking at the big guys, the ones that have the means to create a dynamic online store. But as smaller retailers look at their own online presence, they can get buried in shipping options or even means of delivery. If their customer base is local, you can help them strengthen that by adding pickup services to their online presence.
In a past podcast we were discussing how even larger retailers are finding this a sweet spot when it comes to competing with Amazon. And I am sure this trend is going to grow.
This Isn’t New to Retailers
This isn’t a brand new concept. Thinking about bakeries. There is a cupcake company in Seattle that has been taking advantage of this. People order online and pick up their orders. You even see restaurant chains do this.
In fact, many large retailers, like WalMart and Home Depot have offered this for some time and are finding this is helping them take greater advantage of their online presence.
What is the Attraction?
Some retailers may not grasp how this can really help. But people are busy (not that this is anything new) and with all of today’s options for buying stuff, they are looking for convenient ways.
Let’s face it, you can help. There are times when your client will need to deliver something quicker than the time it takes to have it shipped, or their customers don’t want to pay some high rate for same-day delivery. As an example, you have something you need. And there is this retailer that is on the route you take when you pick up your kids after school. Without taking the extra time of walking around the store, standing in line and checking out, you can buy it online and pick it up later, on your way back from getting the kids.
It’s not always price that sends them away from the local retailers. It’s convenience. It won’t replace having to not leave your house, but it can offer another option.
Rural Retailers Could Benefit
Smaller retailers in rural areas could stand above their competition. When you live in rural areas, you likely are not able to get a lot of same-day shipping, or that Amazon delivery. But if your local shops gave you the option to order online and pick up without any delays, that might be very tempting.
You Need to Think Through Their Logistics with Them
Of course, your client will need an online presence. And they will need to be able to show your products and offer purchases online. Talk them into a WordPress site. You could then add WooCommerce and these:
- Install a plugin that would give you pages for your store locations.
- Install a plugin that would let customers pick up time and day slots on your site.
- Install a plugin that offers local pickup for multiple locations
There will be additional logistics you will need to talk through with your clients, such as dedicated staff and adequate, reliable space for pick-ups.
If they are a small retailer, I challenge you to make this suggestion when building their sites and find creative ways that you can help them increase their sales by offering the convenience of pickup for their loyal customers.