Wasted opportunity of Click and Collect

Adrian James

Walmart announced recently that they will be offering customer discounts on products collected in store. Hallelujah, a retailer that has finally realised that they have already spent the money on a logistics operation and should be passing on the discounts, unlike Amazon who have had to build it and pass on shareholders’ profits as discounts! 

This giant of retail has long been heralded as the king of logistics and have built an efficient system that they are already using to distribute goods to their stores, what's one more package. While the logic is simple, it is very one-dimensional - it doesn't talk to maximising the opportunity of upsell on the visit. The same recommendation engine could be used at a POS display to display goods held in store or the location of the Click and Collect desk. This could generate a plenty of impulse buy product around them. 

Photo credit: Walmart, 
CC BY 2.0 via Flickr

Retailers don't seem to understand that a physical store visit has a cost, and just like a cost in digital, it should be viewed as a CPA (Cost Per Acquisition). No self-respecting e-commerce VP would let the opportunity of all that online marketing spend go to waste in not converting the customer and up selling them in the process. 

There is so much that can be done in physical retail but it's piecemeal and tactical. 

To learn more about in-store advertising, make sure to check other blog posts on this topic:
Maximising the value of store space through indoor advertising
The final mile in attributing advertising spend correctly
London Underground’s in-store advertising potential and what retailers can learn from it



Walkbase provides a retail analytics solution for improving the impact of marketing on physical stores and personalising in-store shopping experience.