New Zealand fashion label Kate Sylvester has introduced a click and collect system as part of a new strategy to enhance customer experience.
With the flexibility of ordering online and the convenience of being able to pick up a garment from the nearest store, customers will no longer have to wait around for the courier. Customers are notified by email when the order is ready to be collected in store and the brand endeavours to have the order in-store within 24 hours. The order is then kept for 10 days from when it is ready to be collected, and after the 10 days, customers will be refunded and the garments will be returned as stock.
As the customer visits the physical store to collect their items, this presents the retailer with an opportunity to add value. Once in store, customers are more likely to buy additional products, the old stock sells stock, and there’s the ability for staff to deliver personalised customer service.
Having real stores and real people to interact with means it is also easier for customers to return or exchange goods – a major barrier for shoppers who buy online or from international outlets.
“From concept to reality it took 2-3 weeks from concept to figuring out the terms and conditions, and implementing the site changes,” said Lauren Ashley, e-commerce and media co-ordinator at Kate Sylvester.
“This allows for our Auckland and Wellington customers to have a much faster service where possible and the option of opting out of couriers if they don't have easy delivery addresses. It also means that if they are unsure of their sizing or would like our shop girl’s assistance they have the ability to try on or exchange when they pop in to pick it up. Enhances the customer experience.”