It’s a week before Christmas and my family decided to all pitch in and buy Mom a new laptop. Being the tech guy of the family, I am put in charge of researching and purchasing the laptop. After looking online I find a nice match for my mom at the price that we want at a major electronics retailer. According to their website, the laptop was in stock at the local store. So I hop in my car and drive down to the store, park 10 miles away and walk into a retail electronics pre-Christmas mad house.
I find the laptop I want, stand in front of it and look for a salesperson to grab one from inventory and take my money. There’s a salesperson one laptop down talking to a lady, but there’s no one around to assist me.
Rather than leave in a huff, I take out my iPhone and scan the QR tag laptop’s product/price tag. It takes me to the product page on Best Buy’s website and I place the order online for pick up at that store. I walk up to the Online Purchase Pickup line, which was empty, and tell them I just placed the order. The person at the counter told me they saw the order, but it takes a couple of minutes to clear their inventory pick system, but they would grab the laptop for me and I could come back in a few minutes and pay for it. Nice.
While the experience at the electronics retailer was good, I had a less-than-pleasing multichannel experience at another major retailer. I’m a big guy, and not all stores carry my size for jeans. I looked online for Levi’s and discovered that this major retailer has my brand and my size for $34. I decide to head to my local store and grab a couple pair. I get to the store and notice the jeans I want are on sale (buy one, get the second 50% off). I try them on and they fit great.
As I walk to the cashier I notice that price tag says $54. That’s $20 more than the online price, and even with the second pair half off, it’s still more than what I’d pay online. I thought maybe it’s a miss-tag. I ask the cashier to check the price, and it is $54. She explains that Levi’s increased the price, and if I wanted the $34 price I’d have to order online.
Needless to say, I didn’t purchase the jeans in-store.
So, here are a couple of takeaways to consider:
- If I can’t find a sales associate to help me, make it easy for me to get the information (and product) I need without having to waste my time looking for someone.
- Provide a consistent experience regardless of channel.
Take a closer look at the experiences you’re offering in store, online and mobile. Online, on a mobile device, in-store — it all needs to be consistent. Oh, and mom loves her laptop.