Alternate Pickup Person In Checkout

Customer Problem

DIY and Pro Customers have busy lives, and sometimes when they place store pick-up orders, they are not able get to the store. Until now, they did not have a self-service option to add someone else to pick up the items on their behalf. This has led to abandonment and cancellation of the ordered items, which were meant for pickup. Also, it has contributed to a loss of associate productivity when the items are already staged and made ready for pickup.

Customer Feedback

Solution

Provide our customers with an online self-service functionality to add an alternate person to pickup orders on their behalf.

Goals

• To allow DIY & Pro customers to add an alternate pickup person online.

• Increase LTR (Likelihood to Recommend).

• Save customers time by reducing inbound calls to the store and contact center.

• Potential customer acquisition of alternate pickup users, who are not traditional Lowe’s customers.

• Reduce BOPUIS abandonment, thereby reducing cancellation losses by 430+ bps.

• Reduce the associates productivity when they stage items for pickup, only to be returned to the shelves.

Process

Competitive Analysis

User Flow

high-fidelity Wireframes

• Allow DIY (guest and signed in) & Pro (signed in) customers to add an Alternate Pickup Person in checkout, order details, post-purchase communications and mobile apps.

• Move Contact Information (email, phone number, opt-in for order updates) out of the payments section and bring it to the top of the page so customers are able to provide or review this information early in the process.

Design

Prototype

Next Steps & Outcome

Due to some priority changes we are approaching implementation of this feature in different phases throughout the customer’s shopping journey.

• Phase 1: Post-Purchase

  • Allow customers to add an Alternate Pickup Person via the Order Details.

  • Pilot feature in 60 stores across four districts in May, 2022.

    • Outcome:

      • In the first four days (May 16-20) of the pilot, our customers have assigned 300+ alternate pickup people. User can add an alternate pickup person within their Order Details.

• Phase 2: Post-Purchase Email Communications and Mobile Apps

  • Enable self-service curb-side check-in for the alternate pickup person.

  • Update FAQ pages, and additional information in the original purchaser emails.

  • Enable alternate pickup person self-service on consumer mobile app (iOS & Android).

• Phase 3: Post-Purchase and Mobile Apps

  • Allow original purchaser to assign multiple alternate pickup persons.

  • Enable alternate pickup person self-service on consumer mobile app (iOS & Android) and post-purchase email comms.

    • Outcome:

      • Enabled Add an alternate pickup person link in the order placement confirmation, pickup emails to the original purchaser and alternate pickup person.

      • Enabled Curbside/In-Store check-in for the alternate pickup person.

  • Scale to all BOPUIS orders in all 1700+ stores.

    • Outcome:

      • Launched nationwide on July 7, 2022.

        • 30K+ Alt Pickup Person assignments, till FW25.

        • $20M+ worth of orders picked up by the Alternate Pickup Person, till FW25.

        • 430+ BPS reduction in order cancellation where Alternate Pickup Person is assigned, compared to BOPUIS orders without Alternate PickupPerson assigned.

• Phase 4a: Checkout and Order Confirmation page

  • Removing the Contact Information that is within the payments section and moving it to the top of the page so the Contact Information becomes the first step of the Checkout process for our customers.

  • A/B test new page hierarchy with the Contact Information section at the top of the page.

    • Outcome:

      • New page hierarchy of Checkout went live on June, 2022.

• Phase 4b: Checkout and Order Confirmation page

  • Add the Alternate Pickup Person feature.

  • Allow original purchaser to assign multiple alternate pickup persons.

  • Partner with the A/B Testing team to test the feature in checkout live with customers.