Understanding the Pivot to Curbside Pickup

After months of restrictions forcing retail stores to stay shuttered, business owners have begun making plans to reopen storefronts safely. These plans include reduced store hours, limits on the number of patrons allowed in the store, the implementation of additional cleaning policies, and the continued usage of fulfillment services like curbside pickup.

Curbside pickup is certainly not a new thing, but it is apparent the pandemic has increased demand from consumers and retailers alike. While no one is certain what the post-pandemic future might look like, we can be sure the retail paradigm has shifted forever.

SAFETY AND CONVENIENCE

Being forced to shutter doors, many retailers offered curbside pickup as a way to provide services to consumers safely while maintaining social distancing practices.

A recent poll indicates consumers are in favor of continuing some social distancing practices when restrictions are limited; more than 80% of respondents would like to see ongoing use of curbside pickup.

In a survey conducted by NRF in April 2020, half of the consumers surveyed said they had used BOPIS (Buy Online, Pickup in Store) as a direct result of COVID-19 restrictions. Additionally, more than 75% of respondents stated they were interested in BOPIS options. Of those who have tried it, 90% said curbside pickup was convenient.

The need for contactless methods of obtaining goods has sparked retailers of all sizes to adopt new pickup options. We will likely see these options still in place during post-pandemic times.

IDENTIFYING BEST PRACTICES

When it comes to curbside pickup, the biggest hurdle for retailers and customers alike is figuring out how it all works. Retailers have had to implement curbside pickup options quickly and may not have had time to perfect the plan. On the consumer side, experiences differ between retailers and they are often unsure about how the processes vary.

As noted by David Marcotte, SVP of cross-border retail at Kantar Consulting, retailers must help customers get comfortable with the specifics of their curbside pickup options.

Setting up mobile alerts can help the curbside pickup process go smoothly. Alerts are an ideal way to ensure not only pleasant customer experiences but also better retail management of the process. Alerts used within this process could include:

• New order notifications to alert associates of new orders and requested pickup date and time;
• Order ready notifications to alert a customer when their order is ready to be picked up;
• Pickup instructions to notify the customer where to pick up their order, where to park, and how to contact store associates upon arrival; and
• Pickup confirmations to confirm transaction between customer and retailer is complete.

FUTURE OUTLOOK

While there is still a vast amount of uncertainty around the pandemic and when it will subside, many retail industry experts believe customer demand for BOPIS and curbside pickup are here to stay. Global Commerce Education’s Gene Detroyer believes curbside pickup will maximize within five to ten years.

When asked about the future of retail and curbside pickup, Jeff Baskin, EVP of global sales and marketing at Radius Networks, said, “Retailers need to not only figure it out now, but also post-COVID. Because you’re going to have a high percentage of those customers that are going to continue to use curbside.”