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Claire’s Buy online pick up in-store
When I started freelancing for Claire’s, they had many large initiatives in the pipeline. One of those initiatives was to launch a Buy Online and Pick Up In-Store program. This was extremely timely and important, especially due to the pandemic causing in-person shopping to be more difficult. This experience allowed for the customer to be able to purchase their local store and pick it up, without having to shop for very long in person.
When I began working on this project, it had already kicked off, but the experience was struggling. I came on board to help them streamline this experience as well as build out each use-case scenario needed in order to get it developed appropriately. The complexities of building a Buy Online, Pick Up In-Store experience do tend to complicate the overall experience because often times there are limitations at the beginning of the program. In this case, the user wouldn’t be able to do a split shipment, so if all the products weren’t able to be picked up at the store, they couldn’t do a partial delivery and a partial pickup. Instead they’d have to either change stores, or remove the product from their cart. Another limitation was the user could only change their store from the header, so when a user clicked on the store name in the PLP or PDP, they were only allowed to view inventory but not change their store.
What was I trying to solve?
They wanted to incorporate an omni-channel experience
Wanted to give the customer an option to pick up their products from a local store or have it delivered
Wanted to give more visibility to the store locations
Wanted to elevate inventory on a PLP and PDP level
Functionality:
Give the ability for customers to pick their store and shop that store online
Customers were only able to select their store from the header icon, not at a PLP or PDP level
Display store inventory at a PLP and PDP level
Store inventory was different than online inventory, so Claire’s wanted to note that by including an “online only” call out, in addition to the other call outs regarding delivery options and in-store availability
