Enhanced delivery and curbside pickup
With more control over app infrastructure, retailers can leverage location data technology to perfect delivery logistics, removing unnecessary friction and surfacing more accurate wait times. Customers awaiting delivery can monitor their order in-app using map-tracking technology with real-time ETAs.
For retailers utilizing contactless curbside pickup, location data can also let employees know when a customer is pulling up to the store. That way, the order can be delivered on time and straight to the shopper’s car, improving operational efficiency and customer satisfaction.
Waiting for a delivery to arrive swiftly and efficiently can be a source of anxiety for consumers. To alleviate these concerns, location-data functionalities can be used by retailers to manage their own delivery services, allowing them to better manage employees and streamline backend logistics. Instead of relying on delivery aggregators, retailers can make decisions driven by customer preference.
By analyzing demand trends, operators can decide how many fleets to deploy at a certain time, determine the regions that can benefit from more drivers, and optimize route planning to create more seamless delivery schedules.
Deeper customization and stronger brand identity
When a customer isn’t stepping foot in-store, it’s essential they’re met with app experiences that are strong representations of brands. Retailers with their own app have total freedom and customization power over the digital experience.
On a macro scale, this will allow retail chains to boost loyalty by maintaining consistent brand messaging, aesthetics, and services — in a time of crisis, customers will always know what to expect. On a micro level, retailers can also use location data to hyper-personalize the in-app experience by store or region, changing messaging, product availability, or delivery procedure on a case-by-case basis. In this way, customers can be assured they’ll receive up to the minute information, reducing anxiety as they adapt to online ordering and delivery.
While delivery is an option that works for many, some consumers may eventually return in-store. When they do, owned app experiences can help streamline their experience, letting them know when a store is at a safe capacity to center, enabling them to find items faster, and conduct contactless payments. App features that enhance in-store activities and share up-to-the-minute safety information can help gain customer trust as shoppers ease back into in-store routines.
Retailers who are able to provide the best app experiences will be the ones that have a lasting impact. While the COVID-19 pandemic reshapes customer norms, it’s critical that mobile product teams rethink how their mobile app experiences are serving as a guide to match new consumer behavior. Order-ahead, curbside, delivery, in-store modes are no longer industry buzzwords, they are baseline expectations of shops today.
Coby Berman is COO of Radar.