Pets at Home extend multichannel capability

Wednesday 3 November, 2010

Pets at Home extend multichannel capability with the addition of “Click and Collect” and reap the rewards – doubling order expectations

Pets at Home today announced the successful implementation of “Click and Collect” on delivering a seamless shopping experience whether customers shop online, in store or over the phone.  Evidence so far, demonstrates that “click and collect” has been well received by customers with orders double that expected and Pets at Home anticipate this will grow as the service becomes more recognized over the coming months.

Matt Stead, Director of Multi Channel at Pets at Home said, “Click and Collect” was part of our strategy when we implemented a new eCommerce Platform last year. A key priority for us was to combine our online and offline services allowing customers to reserve online and collect from one of our 275 stores nationwide.  The process to implement “Click and Collect” was pretty straightforward and results so far demonstrate that the investment was worthwhile.”
In preparation for the service, Pets at Home had to upgrade their in store systems, taking advantage of BT Expedite’s Integrated Store multichannel solution.  Click and collect functionality was achieved by integrating the store to the existing web channel and eCommerce platform SAFE™ (Salmon’s Application Framework for eCommerce), implemented by Salmon in 2009.

Products available online can now be reserved for collection from store, with inventory managed in real time.  Salmon were responsible for changing the pages on the website needed for the “Click and Collect” process, updating the checkout to incorporate in store collection and updating the product page to link to store checker.  This allows customers to see what the current stock is for the product.  Once a quantity and postcode have been entered, the stock checker process, which transfers the information to BT Expedite’s Store 6 software then checks availability. 

From their basket customers have the ability to remove items, update quantities, revert to browsing or continue to reserve/checkout.  They can also choose the store they wish to reserve their goods in, or choose to have the products delivered to home. Once they have confirmed their contact details and reservation these are passed to Store 6.  The customer then receives a confirmation page giving them a reference number for their reservation(s), along with an email and SMS message from Store 6.  Products will be ready for collection after two working hours and will be held until the end of the following day.  Customers pay for the product(s) on collection.