Surprisingly many brands still don’t offer pick-up points as a delivery option. We salute all brands that make life easier for their busy customers by offering pick-up points. However, it is not enough to simply provide the option of pick-up points, they also need to be well displayed. The process of selecting the desired pick-up point needs to be smooth, attractive and retain the look and feel of the brand. To show you what we mean by this we have compiled a list of three of the best and three of the worst ways to display pick-up points. Then you can adopt the best practices and delight your customers.
Let’s first celebrate the success of the brands that are doing it right.
The e-commerce giant can do no wrong. When their customer selects pick-up points as their preferred delivery option, a pop-up opens displaying the closest pick-up points in both a list and map view. The pop-up stays in keeping with the ASOS style, displays the opening hours, when the item will be ready for collection and the delivery cost. ASOS make the whole delivery process clear as day. Good work ASOS.
2. Marks and Spencer
The British high-street retailer Marks and Spencer makes selecting a pick-up point easy. They combine their pick-up point and click and collect options by displaying locations from both in a list and map format. The pop-up window stays in the brand’s look and feel. They also clearly communicate distance, delivery costs, opening hours and contact details.
3. The Body Shop
The natural cosmetics retailer includes a collection point pop-up in both list and map format. The brand displays both pick-up points and stores on the same interface so their customers have multiple options. The platform stays in keeping with The Body Shop’s style, and we were impressed with the option of both an express and standard pick-up point shipping option. Their customers will thank them for clearly communicating the opening hours, distance, delivery time and cost.
And now let’s take a look at some of the worst ways to display pick-up points.
Yes, we were surprised too! Top of the list of worst offenders is Nike’s pick-up point selection tool. When the pick-up point delivery option is selected by the customer they are taken to the UPS website. There is clearly no branding on this page and it is a stark contrast to Nike’s usual on-brand, user-friendly website. If other smaller brands are able to incorporate a map and selection tool into their own website we know that a mammoth brand like Nike can do it too. If anyone who works at Nike is reading feel free to get in touch, we would love to take care of this for you!
German shoe retailer Birkenstock have made the checkout process for their pick-up point favouring customers far from smooth. DHL packstations, which are a popular delivery method in Germany are included as one of the delivery options. However the Birkenstock website does not have the function to search for nearby packstations and instead relies on the customer to input specific information including the address, packstation number and post code themselves. This means that customers will leave the Birkenstock website to search for the required information mid-purchase, and this comes after they have already spent two minutes inputting their own personal details. Their customers must be loyal!
It is great that children’s clothing brand Kleertjes offers pick-up points as a delivery option. It is even better that they include the option to filter the pick-up points to only those with evening opening hours. However, the layout could be improved to make it easier for their customers to make their selection. Customers are unlikely to know the location of a pick-up point by the address alone. By listing the locations rather than displaying them in a map, Kleertjes are adding an extra step to the buying process, as their customer may need to look up the address of the pick-up point before making their selection. Plenty of room for improvement.
It is great that brands are embracing pick-up points as a delivery option. But there is still some work to do when it comes to displaying them online. The brands that are really delighting their customers are the ones that make the selection process as smooth as possible. That means including as much information about the pick-up point as they can. We’re talking opening hours, distance, cost and delivery time. The brands that adopt the best practices display pick-up points on a map so their customers know the exact location without having to look it up themselves. We would love to see more brands making use of the flexibility of pick-up points and displaying them clearly on their website. The retailers that do this make the purchasing experience for their customers as convenient as… a pick-up point.
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