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“Micro” Visits on the Rise at Retailers Utilizing Electronic Lockers

In February, we noted that retailers are investing in technology solutions like electronic lockers to support the growing consumer trend of buy online pick-up in store (BOPIS). This new omnichannel strategy provides a valuable opportunity for retailers to further engage, interact and influence buyer behavior, and we find it encouraging that major retailers like Whole Foods are embracing it.
In fact, recent data from advertising firm inMarket shows that “micro” visits (AKA three to five minute trips to the store) are increasing in retail stores like Whole Foods that provide electronic lockers. This is promising as “micro” visits can help boost in-store sales. Think about it. Customers may only be placing an online order for avocado, onion, tomato and chips to make guacamole but once they’re in-store to pick-up their items they are likely tempted to make another purchase.
Just take a look at stats from The International Council of Shopping Centres, which reported that 61% of shoppers who bought items online and picked up in-store, made an additional purchase. This was higher for younger shoppers, with three-in-four millennials making impulsive purchases when popping in to collect.
There is immense value in retailers leveraging electronic lockers for their BOPIS solution. As Stewart Samuel, program director for IGD Services, notes in a Reuters article, “Whole Foods can drive impulse sales by placing products adjacent to lockers and providing quick and easy payment options, such as self-checkout.”
At Parcel Pending, we understand how critical it is for retailers to drive in-store customer engagement, improve the customer experience and increase revenue opportunities with their BOPIS solution. That is why we partner with our retail customers to create a seamless process that offers full ecommerce integration capabilities, 24/7 customer and staff service, as well as additional marketing opportunities that drive customer engagement when they pick-up their online order.
Our electronic locker solution is simple. Once an order is fulfilled, shoppers are instantly notified via text or email. These notifications contain a unique code that allows them to quickly access their order from the retail locker. For grocery retailers, we offer a refrigerated locker that cools to a temperature between 34 and 45 degrees to preserve food, ready-to-eat meal kits, medications, flowers and more. We can even integrate through a retailer’s mobile application to further enhance the omnichannel experience.

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How will electronic lockers boost your customers’ in-store purchases? Comment below.