Internet Retailer recently reported that PetSmart’s e-commerce revenue has been rapidly growing. In addition to the rising revenue, Petsmart revealed that web research has been increasingly influencing in-store purchases as well. With news like that, it’s no wonder they continue to grow their market share online by “expanding [their] offerings and increasing [their online] capabilities,” as PetSmart VP & CMO, John Alpaugh states.
Here are a few ways PetSmart will continue to grow their online sales and drive more online shoppers into their stores:
Checking for In-Store Availability
Not too long ago, PetSmart released a new feature, giving customers the ability to check in-store availability for products. Giving customers the option to check in-store availability is a great way to drive customers who choose to make in-store purchases, rather than online. These types of customers may prefer making in-store purchases simply because they are conveniently located near one of PetSmart’s locations, they are not entirely comfortable with making online purchases due to security concerns, or the shopper needs a product immediately and therefore, can’t wait for it to ship. Allowing customers to check the in-store availability of a product saves them the time and inconvenience of visiting a location to learn that their product is out-of-stock.
You may have noticed that PetSmart now includes QR codes on their signs and products that, according to Internet Retailer, “link consumers to videos or extended product assortments online.” As mobile usage continues to grow, more consumers are using smartphones for everything – research, directions, pictures, restaurant reservations, reviews…the list goes on. Providing customers with easy access to a website, promotional offers, directions, or contact information not only saves them the time and effort, but it ensures that they’ll get a great customer experience, all at their convenience and at their fingertips.
Reduced Delivery Times
PetSmart has reduced delivery times by fulfilling online orders from a West Coast fulfillment center. The ability to quickly fulfill and ship your customer’s orders helps retain them as recurring loyal customers that appreciate your reduced delivery time over competitors.
Providing a Better Mobile Experience in the Works
Internet Retailer reports that PetSmart has plans to make shopping via mobile devices easier and more convenient for customers in the next year. This isn’t a bad idea considering that about 30% of their website traffic comes from smartphones. Perhaps their plans may include some tips from my previous blog on optimizing mobile strategies for the holiday season.
It’s clear that more and more retailers understand the importance of offline, online, and mobile advertising . And with Google Enhanced Campaigns changing how advertisers manage ads across devices, it becomes even more critical to implement and test new impactful strategies that help you improve the overall customer experience and generate more transactions from all channels and devices