Leading department stores that invest in their omnichannel functionalities do so with the customer in mind and try to match the expediency boasted by Amazon and Walmart.
For Macy’s, store pickup has grown, accounting for more than 10% of digital transactions—and Macy’s now promotes the option in banners across the site. Similarly, Kohl’s expanded its suite of fulfillment filters on its category pages to include a Free Ship to Store filter and rephrased others to read “Ship to Me,” while further badging tiles with varying fulfillment options. Traditional department stores that communicate inventory to customers as category page filters can also provide value by bridging the gap between digital and physical, driving last-minute shoppers to store—a functionality offered by only 27% of brick-and-mortar retailers across both studies. Many department stores still miss on fluidly integrating these store-based functionalities into site.
Debenham’s, as an example, promotes omnichannel offerings on the homepage (and continually incorporates Doddle Click & Collect locations into its physical locations), but fails to utilize any useful omnichannel filter functionality on category pages, confusing customers about where to start. Barneys now lists in-store availability on product pages—a feature that 54% of brick-and-mortar retailers provide. The luxury retailer still makes the pickup experience confusing, though: customers only have the option to switch between fulfillment options when certain products have been selected to be shipped, while others have been selected to be picked up. Only 27% of brick-and-mortar retailers allow users to switch between pickup and delivery in the cart, drastically slowing down the check-out process for customers.
As department stores look to translate store to site, they must shore up inconsistencies that might turn customers away and promote their multiple fulfillment options.