Site-To-Store Very Convenient – In Theory
By Lorna Pappas, Contributing Editor
Roughly 80% of merchants believe that empowering consumers to purchase, take delivery or return a product through the channels of their choice is “very important,” as reported in a recent Retail TouchPoints feature story. They also know that bridging the digital and physical worlds to provide a convenient, brand-consistent experience across channels is easier said than done. Thousands of retailers and providers have clicked across the RTP site to learn more about omnichannel success, and recently gathered to discuss the challenge at the September 2012 Shop.org Annual Summit.
Site-to-store, in particular, has become a popular and competitive click-and-mortar retail offering. Many shoppers, including me, really like this option: It can be quite convenient — in theory. But when retailers jump in to provide and promote this service before they’re ready to deliver on it, “convenient” is not the word that comes to mind.
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Most customers using site-to-store have a story to tell. I do, too. It involves my favorite retailer: Walmart. There are three Walmart stores within 10 miles of my home, and depending on the direction my errands take me, I usually stop at one of them.
I love going to Walmart. Back in my younger years, then married with a young son, I much preferred the malls, with their variety of stores, price ranges and selections; social atmosphere; food court with easy stroller parking; carpeted play areas; and other amenities that made for a pleasant way to spend the afternoon.
Now I just want to get in and out of a store, and a quick trip to Walmart normally completes my entire shopping list. When site-to-store was introduced ― just click, prepay and pick up on the next round of errands ― well, that would make shopping even more convenient, wouldn’t it?
The Walmart site-to-store service in my area was handled at the jewelry counter, at the front of the store. I always felt sorry for those associates; they never seemed comfortable with the process, had to search the intranet with furrowed brow to find the order, usually make a call to answer a question, then leave the counter for the back room as customers waited. One time my order required a huge box, which the associate had to lug all the way back to the jewelry counter. By this time, most customers had grown impatient and walked away.
I stopped using site-to-store at Walmart months ago; it was just too time-consuming.
But last week, after shopping online for a shower curtain and finding the perfect one at ― where else? ― Walmart, I thought perhaps the process had improved and tried again.
The jewelry counter associate informed me, with a wide smile and expression of relief, that pick-up had been moved to the photo center at the rear of the store, closer to the stock room. Aha! A process improvement! I’d grab some things from my list on the way back there and be home in time to cook a decent dinner for my family.
Not so fast. There was no one at the counter. Oh, there he is, helping an elderly customer at a photo kiosk. Patiently waiting my turn, I looked around for signage confirming that this was the correct location. Nothing. Another associate hurried past to the stock room. “Excuse me, is this the site-to-store pick-up area?” I shot in. “No, I don’t know where it is,” she responded, and then got on a walkie-talkie to find out. I started to feel just a bit “cross” at cross-channel shopping. After a few minutes, while “Alex,” the photo associate, still helped at the kiosk, I was informed that yes, this was the correct location.
Waiting. Still waiting. A smile and nod of acknowledgement from Alex….waiting some more…
…and after a true 10 minutes, it was my turn. Product pick-up? Hmm. Let’s see. Alex wasn’t sure. A few keystrokes. A hard look at the screen. Then a frown. A few more keystrokes. Confusion. More customers lining up. OK! Here it is! Pappas? Stitched vine shower curtain? “I’ll be right back.” Alex left to retrieve my item as I leaned against a padded stool, checked out the shoppers, stared at surrounding photos of people I’d never meet, listened to screaming kids (been there, done that) and decided that defrosting a pre-cooked meal would be much faster for the family dinner.
Alex was gone a long time. He finally returned with my package and a smile. I smiled back. Not his fault. As he entered more information and printed a receipt, we chatted a bit about site-to-store. I commented that site-to-store was supposed to be convenient, but obtaining this single $30 item just took me almost half an hour. “Well, usually the computer doesn’t tell me where an item is ― just that it’s in the storeroom ‘somewhere,’” Alex told me. I found this to be incredulous. “Pick-ups like this one must be a hassle for you,” I sympathized. “Oh, no,” said Alex. “Your order was an easy one!”
Walmart, you’re better than this! You and other service-minded retailers pursuing best practices in cross-channel marketing should assure the site-to-store process is streamlined before implementing and promoting it. Personally I’m going to wait another few months before using the Walmart service again, because after all that time spent waiting, grabbing a pizza on my way home was the best I could do for my family that night.
