September 28, 2011

‘Click and mortar’ strategies address need for retail speed

Posted by: in North America

Despite its convenience for shoppers, e-commerce inevitably falls short on one key metric: speed. Sometimes even overnight shipping isn’t fast enough, with consumers seeking the immediate gratification that brick-and-mortar shopping brings and increasingly less inclined to wait patiently, as we recently noted. “Once the offering is ubiquitous, speed will be the killer app,” Noam Paransky, a retail strategist at Kurt Salmon Associates, told RetailWire.

One way to speed things up is to bypass the mail delivery system and let shoppers pick up items themselves, sometimes within less than an hour of ordering. Big-box retailers including Sears, Walmart, Best Buy and Home Depot have adapted their operations to fulfill online orders in-store or in new fulfillment centers. Shoppers save on shipping charges and can rush time-sensitive missions, while retailers save on labor and benefit from a simpler delivery model. Toys R Us recently opened its first online-only fulfillment center and started a “ship from store” program to get items out faster. And Amazon is looking at adding a pickup option, testing out drop-off lockers at brick-and-mortar spots (including some 7-Eleven and Rite-Aid stores, as well as shopping centers in London).

The in-store fulfillment model is particularly attractive, as it helps retailers capture more of the rapidly expanding mobile commerce market. Customers can purchase via mobile and avoid long waits upon arrival. Moreover, by accessing consumers via mobile and in-store platforms, research shows that retailers see average purchase values increase.

Speed and ease are key, not only online but in-store at pickup. The next step in e-commerce will be for retailers to create seamless experiences that effectively bridge the virtual gap from site to store.

Image credit: mjb84

1 Response to "‘Click and mortar’ strategies address need for retail speed"

1 | Will Palley

November 2nd, 2011 at 10:55 am

Avatar

In San Francisco, Apple have also launched a program where eager consumers can order online and pickup their order in-store. As people grow increasingly impatient, expect this kind of time-saving program to expand to other stores.

http://www.ubergizmo.com/2011/10/apple-launches-in-store-pickup-program-in-san-francisco/

Comment Form

SIGN UP FOR OUR WEEKLY EMAIL NEWSLETTER:

10 Years of 10 Trends

The Future 100

Things to Watch

  • Bistro In Vitro
    May 26, 2015 | 3:59 pm

    In Vitro Ice Cream

    A new virtual restaurant is serving up “food for thought,” using design to explore a range of possible futures for human interaction with meat. The project, dubbed Bistro In Vitro, takes the far-out idea of in-vitro meat and situates it within the world of online gastronomy as we know it—amid menus, chef interviews, critical reviews and the like.

    Continue reading “Bistro In Vitro” »

  • Bio-responsive spaces
    May 19, 2015 | 4:48 pm

    DynamicSanctuary

    At last week’s Sight Unseen Offsite event in New York, Ford partnered with indie design studio The Principals to create the “Dynamic Sanctuary.” The sanctuary is a sculptural space made out of plastic, Plexiglas and LED lights that connect to a heart rate monitor and fade in and out based on the wearer’s pulse. The space was meant to be a haven from the chaos of daily life and a “poetic metaphor for the design ideas behind Ford’s 2015 Edge vehicle,” said Sight Unseen.

    Continue reading “Bio-responsive spaces” »

  • Rosé’s normcore moment
    May 14, 2015 | 12:21 pm

    Rosé

    As summer nears, once again we’re on the cusp of “rosé season.” While late spring often sees attempts to elevate the red-headed stepchild of the wine world into a product worthy of connoisseurship, this year something different is afoot: a knowing celebration of rosé’s bland charm.

    For perhaps the first time, a wine label is emerging from the self-aware world of Instagram—and, no surprise, it’s a rosé. Continue reading “Rosé’s normcore moment” »

  • Snapchat TV
    May 12, 2015 | 5:25 pm

    Snapchat

    This summer, TV’s highest-paid female actress, Sofia Vergara, will star in a reality series launching exclusively on Snapchat. The series, titled Vergaraland, is co-produced by Fusion and Vergara’s production company, Latin World Entertainment. It will tell the story of her Hollywood life through the eyes of her 24-year-old son.

    Continue reading “Snapchat TV” »

  • Virtual reality theme parks
    May 11, 2015 | 4:12 pm

    TheVoid

    Some worry that the coming age of virtual reality could lead to an epidemic of digital shut-ins—why leave the house when you can “be” anywhere with the touch of a button? The Void, however, imagines a social space where virtual reality might draw people together—a 21st century take on the classic video arcade.

    Continue reading “Virtual reality theme parks” »

  • Intangibles
    May 7, 2015 | 6:37 pm

    Intangibles

    How much would you pay for a snap? A voicemail?

    Walker Art Center in Minneapolis has launched an online shop that could be considered a conceptual art piece itself. The shop sells what Walker calls “intangibles”—ephemeral, digital commodities such as personalized ringtones or custom avatars to use on social media. Prices range from $1.99 to nearly $4,000, for a virtual ocean-view property on the platform Second Life.

    Continue reading “Intangibles” »

  • WhatsApp marketing
    May 6, 2015 | 4:32 pm

    Clarks

    Clarks shoes in the UK recently launched a WhatsApp campaign to bring the brand to life for its fans. The campaign asked users to add three characters to their contact lists—“some of culture’s greatest innovators, rebels and fashion icons”—who were all fans of the shoes. The characters then sent messages, videos and Spotify playlists through the app, telling the brand’s story while interacting with Clarks enthusiasts.

    Continue reading “WhatsApp marketing” »

  • Facebook’s Anthology
    April 30, 2015 | 4:20 pm

    FacebookVideo small

    Video is king on social media—more than 4 billion are viewed per day on Facebook alone. To capitalize on that, Facebook has just introduced Anthology, a partnership with seven media companies with the aim of creating unskippable ads.

    Continue reading “Facebook’s Anthology” »

  • MyIdol
    April 27, 2015 | 4:55 pm

    MyIdol

    Social media is abuzz with tiny pole dancers. And rock stars. And pandas. All thanks to an app that takes the humble selfie to new heights of playful absurdity—and in 3D, no less.

    Continue reading “MyIdol” »

  • Tindergram
    April 17, 2015 | 11:03 am

    Tinder Instagram

    Swiping just got more interesting—with its latest update, Tinder lets users browse the Instagram feeds of their potential matches. The pairing (which, Adweek notes, seemed inevitable) offers “a sort of social diary, co-written by your friends and family” to help people better stalk their dates.

    Continue reading “Tindergram” »

  • RSSArchive for Things to Watch »