Like most retailers, this global powerhouse had seen a shift from in-store purchasing to online sales in recent years. This trend isn't likely to diminish, but it has given rise to another trend--buy online, pickup in store. Increasingly, consumers who order online are opting to avoid shipping charges by retrieving their purchase at a convenient, nearby store and getting their items in hand the same day.
With the uptick in consumers opting to order online but pick up at brick-and-mortar retail stores came renewed opportunity to engage customers and drive loyalty. So business as usual practices--issuing more coupons or revamping the store layout or signage--wouldn't be enough to impress increasingly digital savvy and convenience-focused customers.
The retailer needed to create a distinctive consumer experience to entice its online customers and set itself apart from the competition. Something with a wow factor to make a big impression and keep customers in the stores longer to make additional purchases and keep coming back.