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4 Challenges & 3 Benefits of Order-Ahead for Retailers:

By PaymentsJournal
March 25, 2020
in Commerce, Credit, Debit, Merchant, Mobile Payments, Truth In Data
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Don’t miss another episode of Truth In Data! Click on the red bell in the lower-left corner of your screen to receive notifications as soon as the episode publishes.

Data for today’s episode is provided by Mercator Advisory Group’s report – Behaviors of Mobile-Enabled Consumers Complicate the Meaning of “Going to the Store.”

4 challenges & 3 benefits of Order-Ahead for retailers:

  • Challenge: Pricing must be consistent between online and in-store offerings
  • Challenge: Dynamic pricing (changing price online based on consumer) doesn’t work in-store
  • Benefit: Error reduction – online orders are less prone to error than face to face or phone
  • Challenge: Online ordering for in-store pickup requires exact inventory data
  • Benefit: However brief, the pickup counter for order-ahead is still an opportunity to upsell & cross sell
  • Challenge: Retailer apps to facilitate order ahead tend to leave behind unregistered “guest” checkout
  • Benefit: Highly engineered customer experiences – look & feel, policies, inventory, etc.

About Report

When card-not-present makes the customer-not-present, what is the function of a store?

Consumers armed with smartphones first disrupted brick-and-mortar retail by comparison shopping while in-store. Now nearly 1 in 3 U.S. adults who comparison shop in-store end up purchasing elsewhere. Buy-online-pickup-in-store services shorten shoppers’ store visits to fleeting appearances. From electronic price tags to “dark stores,” retailers seek the right store capabilities to retain and serve their mobilized customers.

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Tags: In-store ShoppingOrder-ahead Shopping

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