Before starting an online store on any profitable product idea, you might have already done the research on what customers want and what drives their purchase decision. Price, product quality, and shipping costs involved – they take several things into consideration. However, one of the biggest drivers of buying behavior is convenience.
The changing consumer behavior to shop online and the corresponding growth in the Indian e-commerce market is its leading example. Customers not only want the best product at the best price but also expect to get their hands on the product as quickly as possible. This is where the concept of curbside pickup comes into the picture. Even after the pandemic has lost its swollen state, a survey found that 87% of consumers expect the brands to continue offering the curbside pickup facility
Wondering whether you should encompass curbside pickup into your omnichannel business strategy in 2023? Let’s do a deep dive into this product delivery model and how it might be a good choice to add to your online business model.
What is curbside pickup?
Curbside pickup refers to the facility offered by online stores using which a customer can place an order online and then pick up the ordered items from the brand’s nearby store. In some cases, it means driving to the nearest store and waiting there in an online order queue to get the ordered items. Other times, it means reaching out to the store and asking the staff to verify and deliver your order right away.
You might already have heard of the Buy Online, Pick Up in Store (BOPIS) model that works similarly with curbside pickup. Here, the degree of convenience offered by the curbside pickup option has turned it into a powerful way to strengthen your omnichannel retail sales strategy. If you look at the statistics, 43% of consumers have tried curbside pickup while 81% of them would like to do so provided the brand offers the same.
Indeed, offering a curbside pickup facility can help you bridge the gap that exists between offline and online shopping by allowing your prospects to select nearby store pickup at checkout. As businesses are in the race to offer a better omnichannel experience to stay competitive, providing this facility does make sense.
How does curbside pickup work?
A curbside pickup is a great option for buyers who do not want to wait for the delivery guy to knock on their door or prefer not to pay shipping charges. Here’s how it will work if you add this to your online store:
- A customer visits your website, adds items to the cart, and then selects the option of a curbside pickup during the checkout.
- Once he makes the payment online via the preferred payment option(s), he receives an automated notification about the estimated time to pick up the order.
- On your side, you receive the new order notification and then prioritize packing the ordered items.
- Once the order is ready, you can even notify the buyer about the order status and tell them what to do when they arrive at your storefront.
- Here, the customer can drive off feeling instant gratification as he/she does not have to wait for delivery.
Setting up a curbside pickup service from the very start of your online business may feel overwhelming. But you can simplify the process by considering various operational aspects. But before you do so, let us take you through its benefits for your business in detail.
Advantages of curbside pickup for businesses
While curbside pickup seemed to be a safer option during the pandemic, its trend continues to live and even grow in popularity because of a variety of benefits from the business perspective. These include:
Faster order fulfillment
By providing curbside pickup choice for order fulfillment, you allow customers to feel gratification as same as in the case of in-store shopping. You can meet the customer demands faster without having to wait for the logistics partners to pick up and deliver the order.
Also Read: Why and How to Reduce Cash on Delivery Payments for Your Online Store
Enhanced customer satisfaction and experience
If you choose to sell items that may get damaged while in transit or even otherwise, curbside pickup can eliminate this risk. Since customers themselves will come to your store to pick up their ordered items, they can carry the product safely to their destinations.
| Statistics show that 79% of consumers avoid purchasing from a retailer again after they receive damaged goods. |
Guaranteed delivery of orders received
Another bottleneck related to running an online store is delayed delivery. The longer it takes for an order to be delivered to the customer’s doorstep, the higher the risk of order cancellation is. This bottleneck can be handled with curbside pickup using which buyers can pick up the order at a convenient time without having to wait at home to avoid missing the delivery.
Zero shipping fees
When it comes to asking for shipping charges, curbside pickup is advantageous at both ends. Neither your customers need to pay for any extra shipping charges, nor do you need to invest in additional packaging of products to ensure safe delivery.
Boost ‘Shop Local’ business narrative
The retail landscape in a specific region mostly includes small businesses that have a limited target audience. If you want to sell products both online and offline, you would also expect both channels to generate considerable ROI. While online sales are backed by the Pan-India delivery of products, you can boost offline sales of your products by adding the curbside pickup option.
Higher online sales
Consumers not only appreciate faster delivery of their orders but also varied shipping and delivery options. By offering more ways to shop from your store and receive the items, you can also improve the overall conversion rate – an essential line item for higher revenue.
You May Also Like to Read: Ultimate Guide to Building a Sales Funnel in 2023
Customers want the curbside pickup option because
- They want to get the ordered items faster – a consumer narrative brought forward by the changing delivery patterns from a few-days delivery to two-day delivery, and then same-day delivery.
- They want to see and confirm that the ordered items are undamaged and they are getting the correct variant of the item (size, color, etc.).
- They want the least friction during the product delivery process.
Operational aspects of curbside pickup
To get the operations related to curbside pickup, you will need:
- A designated area (storefront or warehouse) and staff members for order management
For efficient curbside pickup management, you need to have a specific area where the hired staff can review and pack orders, send customer notifications, and hand off the items at the curb.
- Better control and synchronization of both offline and online inventory
Careful synchronization of your offline and online inventory is quite essential. The last thing you want to face is customer disappointment after placing an order for curbside pickup and then receiving the notification that the item is out of stock.
- A notification system for your customers
Reviewing online orders manually and sending emails or SMS to customers when they should come to pick up their orders can be time-consuming. This is where you will need an external tool or website functionality development to automate customer notification delivery.
- A brand marketing plan
Spending time and energy on offering curbside pickup will only be worth it when you also create a marketing plan that aims to build awareness about its availability. You can choose to spread the word via social media, your newsletter, or official website.
- A payment gateway to streamline online payment collection
One of the many reasons why a customer would choose curbside pickup while placing the order online is the availability of maximum payment options. You can make the payment acceptance process easier by integrating the best payment gateway with maximum features and benefits for your business..
How to check if curbside pickup makes sense for your business type?
While it is good to think about customer experience while offering different product delivery models, you must consider several sides before jumping toward the curbside pickup. Ask yourself the following questions:
- Does it align realistically with your business goals?
- Are you ready to invest in offline stores along with your online store?
- Can you find and hire the required staff capable of handling operations in the offline environment?
- Do your competitors also offer curbside?
Conclusion
Indeed, customers look for more flexible delivery options, which is where the curbside pickup option comes up. The final decision is in your hands – whether you want to sell online only, offline only, or benefit from an omnichannel advantage.
