with planning and executing superior pickup experiences.
For restaurants, timing the preparation of the food around the estimated arrival time of your customers is the key to handing off a quality product. Below, you can see how Chick-Fil-A tracks their customer’s trip to their location, then prompts the customer to click the ‘Prepare my order now’ button once they approach. By doing this, Chick-Fil-A is able to time order preparation perfectly.
But even more importantly, with Precise Location on, Chick-Fil-A is able to not only have the order available for pickup in their restaurant, they can also offer curbside pickup. Precise Location allows the store employees to know exactly where the customer is parked, so the second the order is ready, they can quickly walk it out for a faster, more seamless experience.
If Precise Location is OFF, the above experience in which a brand can be ready for the customer’s arrival will not be possible, since without the customer’s location it is impossible to determine the customer’s ETA. Often in this case, brands default to an “I’m Here” button or an SMS prompting the customer to click a link or call once they have arrived.
For retailers — especially those with vast footprints (big box, grocers, home improvement) — precise location enables employees to properly plan out their picking + packing of orders, destaging, and contactless handoffs. When you have 10s of thousands of square feet to run around to collect a large volume of orders, prioritizing orders around the ETAs of customers is vital.
This is especially the case for grocers who often pick + pack their orders, then store them in separate temperature-controlled areas, where the orders stay until the customer is approaching. Once store employees know the customer is minutes away, they run to collect the pre-packed bags from the various areas of the store, then wheel the order out to the customer in a timely manner that ensures no ice cream ever melts.
Precise Location enables retailers to not only have orders ready the second the customer arrives, but it also powers fast and seamless curbside pickup. Precise Location tells store employees your ETA so they can prepare for a safe, contactless handoff, but once you arrive on the lot, it also tells them where you are parked. This removes manual steps [customer having to tell the store where they, what car they’re in] from the experience and provides customers with a joyful pickup experience that they will want to repeat again.
Timing is everything. And when customers choose in-store or curbside pickup for their orders, THAT is the ideal time to ask customers for location. At that moment, letting customers know that having access to their precise location will enable your store to have the order ready (and warm, for example, if you are a restaurant with warm offerings) and waiting for them, will significantly increase likelihood of receiving location permission. In this use case, because customers already expressed intent to pick-up their order, you already know the experience the customer expects (fast, seamless hand off) and the value exchange in them providing their location is clear.
Developers need to understand the impact on the customer experience when a user trusts the app enough to share their precise location. Once a user gives such permission to an app, make sure to use the location data wisely to build trust and provide the best possible customer experience so they will want to repeat that experience over and over again.
Do you need help optimizing your mobile pickup experience now that iOS 14 is live? Rakuten Ready is here to help with ensuring a superior iOS 14 experience
Rakuten Ready, the leader in predictive arrival technology, has powered online Order for Pickup programs since 2013, and we have years of proven excellence in delivering superior customer experiences, with brands of all sizes.
Our technology enables brands to deliver seamless, efficient, and safe Order for Pickup experiences with our Rakuten Ready ARRIVE platform.
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