While there were a few topics that I wanted to blog about in 2020, much of the focus and energy was spent on adapting to the new normal. Nevertheless , COVID-19 forced us to reinvent the way we live, work, shop and socialize (or rather socially-distance!). My novel experience in the post-lockdown era was of 'Curbside pickup' at Ikea, Hyderabad store (which they call ' click and collect'). Contactless and safe but at a fees of Rs 200, it costed same as for home-delivery of light-weight orders. And that is where it pinched !
 |
| IKEA India Curbside Pickup |
👉 Curbside pickup requires a customer to order online and then pickup the order from a fixed spot in the parking lot of the store. It is a variation to Buy online pickup in store (BOPIS) or click and collect, where the customer has to step in the store to collect the order, and has been decently successful in the West in the last few years.
Click and collect offers major benefits to customers in US or Canada as it offers Convenience of digital shopping, speed as same day pickup is available and saves shipping charges. In the COVID-19 times, it also offers the critical advantage of safety as the customer doesn't need to come in proximity to store staff or other customers. 68% of US shoppers made multiple BOPIS orders in 2018, proving it's demand. US retailers like Kohl's, Best Buy, Dick's Sporting Goods added curbside pickup amid COVID-19 while shutting down stores to help customers shop in a safe way.
While we like to learn best practices from around the world, my understanding is that we Indians wouldn’t embrace the idea of click and collect. The prime reason is that we view shopping in a different light as compared people in western countries.
- Shopping as an entertainment - For decades, shopping has been a sort of entertainment, a social experience and one of the best ways for passing time for us. Be it the ladies shopping for hours for traditional wear like suits and sarees, women and older folks in the family shopping for vegetables or the involvement of the whole family in selection of consumer appliances. It has been the easiest and most common family activity on weekends, followed by a food-treat.
- Lack of avenues for outing (other than malls and high streets)- In the modern scenario, this idea of shopping as an entertainment has led us to the malls as our favourite recreational location. It is a no-brainer for a weekend outing for the masses. Malls offer a clean and cool replacement to the not-so-clean parks and hot and humid weather, which is non-conducive for most outdoor activities.
- Not habitual to outdoor sports or activities - If we move the time-frame to a decade back, I don't think more than 10% of present-day Indian runners or cyclists were actively pursuing these sports. Since many decades, Indians have been detached from sports or outdoor activities, thus, leaving the free-time available for shopping, watching TV or attending to household chores.
- Stores’ Curbside/ Parking isn't too approachable - Unlike US, where malls and shopping centers are spread out horizontally with vast parking spaces, Indian malls are stacked up tight vertically. So a customer wouldn't go through the hassle of parking in a mall and going to the store in a jam-packed elevator to collect his order. It makes all economic sense (time and money) to have it delivered at home.
 |
| Meijer Hypermarket in Michigan, US |
 |
Forum Mall in Bangalore, India
|
- Low or No Shipping charges - Also, shipping is mostly free in India, usually above order value of Rs 500 ($7) or in some cases Rs 1000 ($14). Plus, one can save on the ever-rising fuel costs if one choses not to drive to the store.
It will be interesting to see if the Indian consumer evolves in the post- COVID-19 era to embrace click and collect model or we just let this 'good practice from the west' pass.
