4 min

Multi-Product + Multi-Quantity + In-Store Appointments = the perfect Reserve and Collect funnel

57% of shoppers consider that the ability to reserve a product online and collect it in-store is one of the main advantages of omnichannel commerce*. Considered one of the very first cross-channel scenarios, Reserve & Collect has emerged as an essential delivery method. Let’s take a look at this major omnichannel delivery option and some of its still under-exploited features.

What is Reserve & Collect?

Reserve & Collect, also called online reservation or ROPIS (Reserve Online Pick-up In-Store) allows a customer to reserve the product of their choice on the website and then come and pick it up in-store, without prior payment. The store associate receives this alert and sets aside the selected item so that it is available when the customer visits. When the customer visits the store, they can try on or view the item before deciding whether or not to purchase it.

Reserve & Collect is a delivery method very similar to Click & Collect which, in contrast, requires online payment before collection in-store.

What is the perfect Reserve & Collect funnel?

Reserve & Collect solutions have had to adapt to evolving customer needs.
Simpler, more ergonomic, more intelligent, the Reserve & Collect solution has become a real asset for sales. However, in order to convert, it is important to offer an optimal experience.

BEFORE – Originally, Reserve & Collect solutions consisted of three basic steps:

  1. Select an item in the desired size,
  2. Search for a store with the item,
  3. Confirm the reservation.

NOW – Today’s Reserve & Collect solutions go one step further:

  1. Multiple products and different quantities for each item can be added to a single basket,
  2. Once the selection is complete, the stock unification and Order Management System (OMS) displays the available stock information per store. In addition to displaying the nearest store, the customer can view stock availability store by store. This allows the customer to, for example, choose the 2nd nearest store to be sure to pick up the entire order in one go,
  3. The items can then be reserved with the option to book an appointment.

Reduce the no-show rate by offering appointment booking

One of the major challenges of Reserve & Collect is to reduce the rate of customer no-shows. As long as a product is “reserved” in-store, it is, by definition, no longer available for sale. To maximise the Reserve & Collect pick-up rate, an optimised solution should offer as many options as possible at the last stage of the journey. Confirmation by email, phone call, SMS, WhatsApp,… The more choices there are, the more likely the customer is to find their preferred medium and the more the no show rate will reduce!

To make things even more convenient, the customer can be given the option of booking an appointment! In this way, in addition to ensuring the customer’s availability, store associates can take time to accompany the customer in trying out or testing their product. This is a real advantage, especially for luxury brands, which can deliver a premium experience.

Maximise profitability thanks to Reserve & Collect

The last step is the most important for the retailer! A customer visit to the store is a great opportunity to convert more and build loyalty. During the pick-up step in the Reserve & Collect process, store associates can, thanks to their sales tablet, offer complimentary items (cross-sell) or more upmarket items (upsell) in order to maximise profitability. When making appointments, the store associates become advisors and thus improve the relationship with and loyalty of the shopper. The store associates can also collect payment from the customers directly from the fitting rooms thanks to their tablets and, as such, help the customer avoid having to queue to pay (queue busting). Overall, with all these little added benefits of this solution, the shopping experience will significantly improve.

A true omnichannel must-have, the Reserve & Collect solution is based on a unified stock and an Order Management System (OMS) that will allow retailers to adapt to new shopping patterns. There are also other benefits to this solution, like reducing logistics costs by minimising shipments from the warehouse, increasing profitability and average basket size, improving the shopping experience and building customer loyalty. So don’t wait any longer, take the plunge now!

*Source: invespcro

Further reading