Several major grocers (Kroger, Stop & Shop and even Amazon) have a click-and-collect option that lets shoppers fill their carts online, pay, then roll up and load the haul into their cars. Walmart has this not only for food, but for electronics and other goods available from the big box retailer, which can be ordered and paid for online, then retrieved from a kiosk either in the store or the parking lot.
These are just a few examples of how, for many more traditional retailers, allowing customers to buy online and pick up in store, or “click and collect,” is becoming a critical part of the omnichannel strategy.
But as PYMNTS outlined in the latest edition of its OmniReadi Index powered by Vantiv, there’s more to omnichannel than just adding more channels; they all must work together. The experience must be consistent no matter how shoppers choose to visit, and mobile apps or sites must add value for the customer.
Inventory must be available across mobile, web and in-store, customers must have easy access to the information needed to complete purchases, there should be ways for shoppers to ask questions and get solutions and the merchant should demonstrate some level of understanding of the customer’s preferences and shopping histories.
It is to such ends that Theatro and Curbside have linked up to build a better click-and-collect experience for customers buying online and picking up in the store — and also for retail associates trying to keep up with new omnichannel demands.
