In today’s fast-paced society, where convenience and safety are paramount, curbside pickup has emerged as a solution that seamlessly connects online shopping with in-store purchases.
This innovative service offers customers a hassle-free, contactless option for obtaining their items, catering to their need for a secure and efficient shopping experience.
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What is Curbside Pickup?
We are all familiar with the term drive-thru, a product delivery method provided by one of the most famous food chains, McDonald’s. In this drive-thru, customers arrive at the store, place their orders, and then pick up their beverage orders.
Unlike the drive-thru model, the curbside pickup follows the click-and-mortar model in which customers are allowed to place their orders from the online store and pick them up according to their convenience from a specified location assigned to the customer while completing their purchase.
In this pickup model, customers can pick up their orders without leaving their vehicles, like the drive-thru method. Customers just need to park their vehicles in the allocated slot, and a store employee will deliver their order to them in their vehicle.
This service offers the convenience of online shopping combined with the speed of in-person pickup, making it a time-saving option for busy customers.
How does curbside pickup work?
When a client makes a curbside purchase using an app or website, the delivery process operates in the following way:
- Alert: Store admins inform customers via an app or text message that their order is prepared.
- Arrival: Customers arrive at the store and park their vehicles in a specified area, such as marked parking spots or the curbside.
- Delivery: Staff members deliver the order to the customer’s vehicle.
- Placement: The order is positioned in the designated area, such as the back seat, trunk, or another location as instructed by the driver.
Benefits of curbside pickup for online stores
1. Increased Sales
Based on data from a return management platform, curbside pickup results in an additional purchase rate of up to 45%. This indicates that almost half of the customers who visit a store to collect an online order end up making additional purchases beyond their original order.
2. Improved Customer Loyalty
As the COVID pandemic subsided, certain retailers discontinued their curbside pickup services, while others chose to maintain their curbside pickup programs. Customers who opt for curbside pickup are more inclined to remain loyal to businesses that provide this convenient service.
3. Improved Efficiency
When orders are ready for pickup, the order fulfillment process becomes more convenient and straightforward. This makes it easier to plan and carry out staffing and scheduling.
4. Better Inventory Management
Curbside pickup services provide businesses with the ability to manage and track their inventory effectively. Despite receiving limited attention in the media, curbside pickup significantly decreases in-store inventory shrinkage due to its operational nature.
When customers opt for curbside pickup, they choose to remain in their vehicles rather than browsing through the store. Consequently, they do not have the chance to interact with or potentially cause damage to the merchandise.
Benefits of curbside pickup for customers
Curbside pickup has quickly become a preferred shopping method for many, offering a unique blend of convenience and safety. Here are the top five benefits of curbside pickup for consumers:
1. Convenience
Curbside pickup allows shoppers to order from the comfort of their homes and collect their purchases without ever leaving their vehicles. It eliminates the need to walk through crowded stores, find parking, or wait in checkout lines, making the entire shopping process smoother and faster.
2. Time-Saving
With curbside pickup, there’s no need to browse through aisles or spend time waiting in line. Orders are prepared in advance, and customers simply drive to the store to collect them. Many retailers offer same-day or even within-the-hour pickup, which significantly cuts down on waiting time.
3. Cost-Effective
Curbside pickup typically comes without extra fees, unlike delivery services that often add shipping or handling charges. Consumers save money while still enjoying the convenience of ordering online and collecting in person.
4. Safety and Social Distancing
During the pandemic, curbside pickup gained popularity as a safe, contactless shopping method. Consumers can collect their goods without entering crowded spaces, reducing the risk of exposure to germs or viruses. Even post-pandemic, the safety aspect remains an appealing feature.
5. Instant Gratification
Unlike traditional online shopping that requires waiting for delivery, curbside pickup provides customers with near-instant access to their purchases. It satisfies the desire for immediate gratification while maintaining the convenience of digital shopping.
Curbside pickup vs. Other pickup methods
The primary method of curbside pickup involves customers having their orders delivered to their vehicle in a designated parking or curb spot. Alternatively, online orders can be picked up in-store at a customer service counter, a locker, or a storage location. Let’s delve into specific models and their differences:
1. Curbside Pickup vs. Click-and-Collect
Click and collect is similar to curbside pickup, as it also involves online orders. However, in click and collect, customers need to retrieve their orders from inside the store or an external locker, unlike curbside pickup, where orders are delivered to the vehicle.
2. Carside vs. Curbside Pickup
Carside pickup is a subtype of curbside pickup that is explicitly associated with restaurants. Similar to curbside pickup, customers place their orders online and have them delivered directly to their car, often using designated drive-through lanes. The difference is that carside pickup typically involves ordering and receiving food or drinks.
3. Curbside Pickup vs. BOPIS
BOPIS (Buy Online, Pick Up In Store) is an online ordering and pickup system where customers need to enter the store to collect their purchases, unlike curbside pickup, where they stay in their cars. Similarly to click-and-collect, items can be retrieved from external lockers, but BOPIS requires interaction with store staff inside the store.
4. Curbside Pickup vs Ship to Store
In ship to store method, orders are shipped from a warehouse to the store, and customers then have to go inside to collect their orders from a designated area, typically with assistance from store staff. In contrast, curbside pickup allows customers to receive their orders without leaving their vehicles.
5. Curbside Pickup vs. Locker Pickup:
For locker pickup, customers place their orders online and retrieve them from a secure locker location without entering the main store area. However, unlike curbside pickup, customers need to exit their vehicles to go to the locker, use a code to unlock it and retrieve their items. This method offers contactless and flexible pickup times.
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Curbside services offer an excellent advantage for both your store and your customers. Some customers may have shifted away from in-store shopping due to the convenience of curbside pickup provided elsewhere or due to lifestyle changes or health concerns.
If you recognize the value of curbside services for your business and your customers, consider offering this option at your retail store. Additionally, integrating store location services into your e-commerce storefront can further enhance sales opportunities.
