Leveraging In-Store Pickup For Customer Retention & Referrals

Leveraging In-Store Pickup For Customer Retention & Referrals

By Mark Landiak

October 15, 2015 – Operating in the modern social economy, customer experience is quickly becoming the sole differentiator in branding and winning business. Companies and their competitors alike are realizing that they are now subject to the whims of the consumer, and as a result, must win business through making the consumption process as convenient and hassle-free as possible. This combined with the growth of e-commerce has led to the rise in prominence of in-store pickup policies. Consumers can now further tailor their shopping experience by having their purchases delivered conveniently to their local store location. This adds a distinct flexibility to their every day schedule if they are unable to greet the delivery person at home (whether the reason be work, being out of town, etc.). In-store pickup serves to give the consumer another option and ease the process.

Consumers already do much of their shopping online and before they even reach the point of purchase. Customer demand for front-end transparency has combined with an ever-emerging social review climate. Customer reviewing sites like GoogleGripeO, and Yelp have become huge influencers on the average consumer's purchasing habits. Customers now have the access and resources to go above and beyond in researching what they buy before they buy it.

When it comes to in-store pickup, the wireless space has taken notice. Dealers and retailers are implementing these policies wherever possible to give their customers a more on-demand option and flexibility to shop for and pick up the hottest new devices and accessories. They also recognize that the value of in-store pickup goes well beyond customer experience. Here's how:

  • Boosting customer retention. A convenient in-store pickup experience will create a sense of trust and brand loyalty. Offer your customer the option to have his or her brand new custom phone case delivered directly to the store. They should jump at this rather than settling for whatever the first case is they happen to see. Wireless devices are an extension of identity, and in-store pickup will give your customers the chance to shop around their schedule without having to compromise on this expression of self.

  • Boosting customer referrals. A convenient in-store pickup experience should create a willingness in your customers to share referrals. Offering your customers this option communicates to them that you are willing and able to go above and beyond to satisfy exactly what they want and need in their wireless experience. Let them know that even if you don't have that device case in stock, it can be there in no time flat! This kind of effort and above-and-beyond attitude towards customer satisfaction is something that consumers like to share with their friends and acquaintances. Consumers like to hook their friends up with great deals and great experiences. Remember: identify your audience and be specific when asking for a referral. (i.e. - Asking, “Since we were able to do this in-store pick up for you, I'd like to ask - of your friends in your soccer league, who else could I contact that might be interested in picking up a case like this?”).

You can find Mark on Twitter at @mlandiak or via LinkedIn.