Store Managers: Focus on the Omni-channel Upsell
Tuesday, June 12, 2018

Store Managers: Focus on the Omni-Channel Upsell

What do you mean by omni-channel upsell? What is that about?

21%-59% of your in-store pickup customers are going to purchase another item while they are at the store.

Do you already have order management systems routing digital orders to your store for pickup? If so, you are way ahead of the competition. In the US only 29.1% of your competitors are competing with you effectively. And only 23.5% in Canada, and 25.5% in Australia. Take advantage of this lead! This is the first element that you want to discuss and train your in-store associates in.

A close second, is to tell your associates that 21% – 59% of your customers are ripe for an omni-channel upsell. When an in-store pickup customer comes into your store, 21% – 59% of them are going to purchase another item. Even consumers who only wanted to complete an order pickup end up buying more goods.

Not only is this spectacular… your associates need to work this! If you already know that close to two thirds of click and collect customers are going to buy something else… entice them. It lets your employees focus on the omni-channel upsell, and add-on sale. These are high converters, that have already self-identified.

What to do 

What you will want to do, is above all else, make sure their experience is exceptional. If someone asks where your pickup window is, make sure to help them as much as possible. If you can, walk them straight to the pickup window or desk.

Many times you will know the content of the pickup  as the order management system tells you about the items ordered. Alternatively, you may have picked and packed the order from in-store inventory. If so, think about what else might work well or augment this purchase.

Conversational Customers

Download the Returns Management Brief Here.Download the Returns Management Brief Here.If the customer is conversational, talk about their purchase, and volunteer other ideas of what could help them. This is a brilliant practice. Firstly, you are being helpful. Please be genuine about this point. Secondly, you are improving the omni-channel brand intimacy with your customer. This is essential to getting that customer to want to repeat this cycle.

Doing this is setting yourself up for a long term customer, who wants to come back and do this again. Many customers are testing out BOPIS (buy online pickup in-store) for the first or second time. Make the experience a positive one. Many customers want to do a pickup for a greater sense of control. Some want to try on the item for fit, in the case of fashion and footwear. Yet another group want that human interaction. Perhaps they want to ask a question about the productHere your staff makes a difference.

Engaging Well

Finally, while you are engaging the folk who want to be engaged, work on the omni-channel upsell. Offer some recommendations of other items they may need. If they are buying anchor bolts, do they have the right sized screws, and drill bits? If it is fashion, do they have matching accessories? It is a standard enough add-on and upsell line. We use it all the time. But in this case, the omni-channel upsell is to a customer that has self-identified as a high converter!

Omni-Channel Upsell – Your Golden Chance

You don't get a better 'high converter' signal than the in-store consumer.

You don’t get a better ‘high-converter’ signal than the in-store pickup consumer. You know that most of these folk are going to buy another item when they drop in for the collection. Omni-channel upsell is all about this. It’s all about making the customer’s experience a great one. It is all about a little bit of extra customer service that is going to please them. It’s also about making a few helpful suggestions. After all, it is to the people who are most likely to accept them positively. Discuss this idea with your associates. Want to stand out as a store manager? Push the omni-channel upsell.

 

Author:

Charles Dimov - Director Marketing OrderDynamicsCharles Dimov is Vice President of Marketing at OrderDynamics. Charles has 21+ years experience in Marketing, Sales and Management across various IT and Technology businesses. Previous roles include Chief of Staff, Director Product Marketing, and Director Sales. Charles has held roles in brand name firms like IBM, Ericsson, HP, ADP, and OrderDynamics.

 

 

Related: 

Store Managers - Focus on Solutions Not ApologiesGet the Competitive Advantage with Click and CollectOmnichannel Retail: 3 Keys to Enable In-Store Associates