Cross channel retail efforts help B2B

Omnichannel Commerce

Many merchants are integrating their eCommerce operations across multiple channels, connecting online and offline assets to better serve their customers. One of the most obvious ways retailers are leveraging cross channel strategies is allowing customers to purchase goods online and pick them up at a nearby brick-and-mortar location.

Several big-name retailers have already incorporated this functionality to some extent, and many more are following suit. Staples is one of the latest sellers to give customers the ability to buy items online and pick them up in store.

“Staples continues to innovate and develop new technology to improve the customer experience, whether it’s providing convenient shipping options, making check-out faster or adding mobile platforms,” says Faisal Masud, executive vice president of global eCommerce. “The recent updates will make it easier for customers to shop however and from wherever they want.”

Staples, which caters to both business-to-customer and business-to-business audiences, notes that in-store pickup will be a particularly hit among the B2B crowd. When a project deadline is looming and a business runs out of supplies, they can quickly and easily replenish their stock without having to wait days for a delivery to arrive. It takes a mere two hours or less to receive and process an order, allowing firms to get back to whatever projects they were working on.

Waiting for a delivery (in addition to paying shipping costs) has long been one of the biggest qualms of shopping online. In-store pickup essentially eliminates that problem, granting customers the convenience of being able to browse and purchase from home while shortening the delivery time between making a purchase and receiving the produc

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