Offering Ship-to-Store to Reach More Customers
Shoppers don’t want to be limited in how, when, and where they are able to shop. Offering options for shoppers is key for both brands and retail locations to attract and retain satisfied customers. If sellers aren’t offering ship-to-store as an option for shoppers, they’re missing a huge opportunity to boost shopper and retailer goodwill, grow revenue and market-share, and expand their customer reach.
What is Ship-to-Store?
Ship-to-store (sometimes seen as STS) is a purchasing option that allows shoppers to place an order on a website to be shipped to store near them for pickup. Many people may equate this to in-store lockers used for local pickup.
Ship-to-store is different than buy online, pick up in-store (BOPIS), which often refers to customers shopping for same-day pickup. Ship-to-store allows customers to purchase for pickup even if the product is not in stock nearby.
Why Ship-to-Store?
Since the rise of online storefront, 8 in 10 Americans shop online. But, shoppers still overwhelmingly choose to shop local—in fact, over 80% of purchases take place at local retail. Consumers browse online to find products to buy, but still ultimately decide to make their final purchase a local store. Facilitating ship-to-store options for customers lets shoppers maintain the ease and convenience of online shopping, while also helping them experience the feel of local shopping.
And why not just ship straight to customers’ homes? There are several reasons customers want the option to pick up at a local store instead, including:
Local service: In-store pickup gives customers a local touchpoint for purchase, which customers prefer when purchasing products that need to be fitted, installed, or assembled. Whether a customer is buying a roof rack that needs to be installed, snow sports gear that needs to be fitted, or a bike that needs to be assembled, receiving hands-on service is important to shoppers.
Easier returns: Exchanges and returns are unavoidable in retail. Having a location to facilitate returns is preferable for customers—and it makes the return process easier for the seller!
Purchase protection: Local pickup can be preferable to protect from package theft. A survey in 2020 found that 43% of Americans have had a package stolen from their home, while 61% know someone who has had a package stolen. Shoppers may opt for in-store pickup to avoid any risk of package theft. This is especially true for higher value purchases and specialty products.
Last mile costs: Of course home delivery is convenient, but it comes with two huge costs. First, consumers are becoming increasingly more environmentally conscious. Last-mile delivery can sometimes come at great impact to the climate, and many shoppers are sensitive to that fact. If pick-up from a local store is available, climate-conscious customers will often choose that option. Ship-to-store services make that possible. Second, deliveries to commercial facilities are far less expensive and more secure.
Sometimes local inventory can be a hurdle for brands and retailers offering in-store pickup to shoppers. Ship-to-store allows brands and retailers to offer an in-store pickup even when products are not in-stock near their customers.
The Advantage for Brands
If you are running a product brand, ship-to-store essentially turns your dealer network into local service centers. Ship-to-store is another tool to eliminate channel friction for your shoppers. With an easy ship-to-store solution, you can offer in-store pickup to your online shoppers for every product, regardless if that product is in-stock at their nearest dealer.
Why should you be utilizing ship-to-store as brand? The benefits are simple:
More sales of your products: If your shoppers have more purchase options, you’re more likely to make a sale.
Better dealer relationships: Ship-to-store boosts the relationship between wholesale and direct channels.
More satisfied shoppers: Customers want in-store pickup options!
Locally offers a comprehensive solution for brands to offer ship-to-store to their entire dealer network. Visit our Ship-to-Store page to learn more, or reach out for a demo today.
The Advantage for Retailers
There is no substitute for the personal touch of brick-and-mortar retail. Shoppers like to visit local retail for the unparalleled knowledge of the products they sell. Ship-to-store relationships with brands removes any in-stock inventory limitations retailers face in selling to their customers. Why should retailers prioritize a ship-to-store solution?
More revenue: With a ship-to-store solution, retailers can receive a product, a shopper, and a check in a single online transaction on a brand supplier’s site. Plus, 85% of shoppers who come in for in-store pickup will make an additional purchase once they arrive.
Better supplier relations: Ship-to-store is an easy win for both retailers and brands.
More foot traffic: Local shoppers coming in-store for purchase pickup means more foot traffic, which is key to the success of brick-and-mortar retail.
Locally’s Ship-to-Store solution is easy for retailers of any size to implement. Reach out to our team for a demo today.
