Nearly a year into a global pandemic, which thrust contactless services into the spotlight, consumers are adapting to convenient shopping experiences. Curbside and Buy Online Pick-Up In-Store (BOPIS) are daily offerings consumers expect. In fact, roughly half of consumers surveyed stated they are more likely to shop where Curbside services are offered.
From retail to restaurant take-out, Curbside continues to proliferate the market. Brands need to stand out and provide excellent service to continue meeting consumer needs. Using insights from successful brand and Vibes mobile guidance, here are four steps to implementing effective Curbside.
1) Satisfy Customer Demand
The most important step to implementing Curbside is to ensure it meets a consumer need. While the pandemic created the perfect scenario for implementation, each consumer segment requires specific uses for Curbside. Some consumers may be looking for convenience, others safety or exclusive offers. A Curbside program is effective when it meets the specific consumer demands.
2) Ensure Tech Stack is Ready to Integrate
Considering Curbside is a technical solution, marketers must ensure their tech stack is up-to-date and ready to integrate. Automated inventory and point of sale systems are prerequisites to implementing Curbside. Once internal integrations are in place, Curbside technology can be easily built into the tech stack using API calls.
3) Promote Program to Consumers
Once Curbside is implemented, promotion of the program is instrumental to success. No one can use the solution if they do not know it is there. Encourage consumers to join the Curbside program through Call to Actions (CTA) at all points of purchase, including POS in-store and online, as well as general CTAs on emails and online sites. The more the program is promoted, the more consumers can join or be enticed to purchase due to the program benefits. In addition to promotion, ensure consumers are educated on the program mechanics, benefits, and how to officially opt into Curbside notifications.
4) Educate Store Associates
In addition to educating consumers, it is important to ensure store associates are aware and knowledgeable of the program. This ranges from associates understanding activities related to the program, such as picking up inventory to bring to consumer cars, as well as the technical aspects of joining the program and keeping consumers informed via notifications. Store associates are on the frontline for customer service and effective Curbside and BOPIS programs rely on the strength of the customer service delivered.
Curbside is a powerful tool today when used appropriately. With these four steps in place, marketers can achieve effective Curbside and ultimately impact company ROIs, even during a pandemic and beyond.
For more on Curbside, including the future of Curbside post-pandemic, download our Contactless Curbside guide here.