Will in-vehicle pickup replace in-store pickup?
Online ordering/in-store pickup has become a critical tactic in the sales strategies of many retailers. Now, Sears is looking to go one better on the convenience scale by enabling customers to place orders online and then pick up their purchases without having to leave their cars.
"The In-Vehicle Pickup option takes our ‘Free Store Pickup – Ready in 5’ guarantee even further and out to the parking lot," said Leena Munjal, senior vice president, Member Experience and Integrated Retail, Sears Holdings, in a statement. "In-Vehicle Pickup on this scale is an industry first and another example of how we are constantly innovating and adding benefits that make shopping a more convenient experience for our members."
To make in-vehicle pickup work, Sears requires customers to input details of the vehicle they’ll use to collect their purchase. They’ll also need to enable location services on the Sears’ Shop Your Way mobile app before they leave for the store. When they arrive at the merchandise pickup area outside the store, they park in the designated in-vehicle pickup spots and use their mobile app to click on the in-vehicle pickup option. A timer starts counting down from five minutes. If their order doesn’t come out in that timeframe, they’ll receive a $5 coupon.
Ms. Munjal said the new program has gotten positive feedback from customers who have used it. "It’s very convenient for senior citizens who have problems with movement or moms with young kids," she told The Washington Post.
- Curbside Convenience: Sears Introduces In-Vehicle Pickup, Powered by Shop Your Way Mobile App – Sears Holdings Corporation
- Sears is introducing a new drive-through shopping option – The Washington Post
Do you think online ordering with in-vehicle pickup will have wide appeal? How would retailers need to reorganize their store operations to make a service such as this work?