3 Pitfalls to Avoid in Grocery Curbside Pickup Service
Overwhelming customer volume, lingering out-of-stocks, and having to adjust to in-store social distancing practices for the sake of employees and customers. It comes as no surprise that contactless ordering and pickup/delivery are gaining traction. Customers are increasingly embracing the notion of not stepping foot inside their local store, which means lost opportunity for connection.
Mindful grocery retailers are thoughtfully adjusting to deliver an exceptional curbside customer experience. We have identified three common mistakes grocery retailers are inadvertently making with curbside pickup services.
Curbside appeal and the first impression
As consumers follow social distancing guidelines, curbside pickup is becoming the channel of choice. According to Accenture, one in five of consumers who recently placed a grocery order online, did so for the first time. Consumers in grocery stores are continually embracing this new normal of purchasing to meet their everyday needs. Those customers who are comfortable placing online orders and curbside pickup are even more valuable than the traditional customer. According to our research, the average size of each individual online grocery transaction is $148. This furthers how imperative it is for grocery stores to create a seamless experience for their growing online customer base.
An exceptional way to create less friction in the buying journey is to implement customer experience measurement programs, such as mystery shopping, to ensure the program is operating to organizational expectations. A key goal of these operationally focused insights initiatives is to understand and improve upon every customer interaction, delivering maximized value at each touch point. One specific way that these programs can help to ensure the performance of in-store grocery pickup is uncovering information that allows employees to close the loop on negative feedback. This information may have been a negative interaction a customer experienced with an employee. By having access to this information, you can ensure employees maintain a professional and positive attitude with customers. The result is a more trusted customer experience.
Mitigate service delays
According to a study by Forbes, millennials are prioritizing convenience over price in their shopping experiences. Curbside pickup captures the need of millennials for a greater friction-less experience. Through curbside pickup, in-store navigation is eliminated and consumers feel safer in an environment with limited human contact. However, there is a greater amount of wait time experienced through these services. As curbside pickup becomes more popular among retailers, more consumers will occupy time slots in these services. There is a greater possibility for consumers to experience delays and ultimately be unhappy with curbside delivery services.
For example, Busch’s Fresh Food Market has struggled to leave an exceptional impression on customers. This resulted in many consumers feeling unsatisfied with service delays, and they had to limit the amount of deliveries they fulfilled hourly. If Busch’s Fresh Food Market had a more strategic and mindful customer experience plan, they could have left a better impression on customers.
A way you can test your programs’ strength and commitment to customers is through voice of consumer surveys. These surveys will allow you to collect data across the entire customer journey from when customers place their order to receiving their delivery. Through evaluating your programs, you can get a detailed look at your customer experience, and how to improve the most important aspects of your curbside pickup program.
Don’t miss out on lost sales opportunities
Through online ordering, a common issue for grocery retailers is that customers are interacting with a set agenda for the purchases they will make. This creates missed opportunities for supplemental, add-on goods they can purchase. As a growing segment of customers spend less time in-store and more time online, retailers need to solve for personalizing the digital ordering experience.
By optimizing the digital experience of customers when placing orders, those retailers investing in personalization and recommendation functionality can increase basket size and enhance the purchase experience. The key is getting customers in an active buying mindset to consider additional products which might complement those they’ve already placed in their online cart. Although average online grocery transactions are already increasing, providing customers with the feeling all of their buying needs have been satisfied will translate into positive goodwill for your brand.
Is your brand looking to you create and deliver more intentional and human-centered experiences for your customers? Second To None exists to help you activate customer joy.
Second To None empowers customer-centric brands to deliver consistent, intentional and authentic consumer experiences.
We adeptly design and manage mystery shopping, compliance, engagement and voice of customer solutions grounded in strategic relevance, program integrity and actionable insights. Our solutions are developed on the basis of solid research and statistical science. We achieve success through a relentless focus on quality and innovation, consultative relationships and a talented team of professional associates.