A new service from Sears promises shoppers that they can make returns and exchanges in less than five minutes, without ever having to step foot outside the car.
For old-fashioned brick-and-mortar-based stores, it’s hard if not impossible to compete with the cut-throat pricing and convenience of online shopping. The strip malls and shopping centers of America are littered with shuttered stores once occupied by iconic retailers like Barnes & Noble, Staples, and yes, Sears. This week, Sears shares plummeted when news hit that the struggling retailer needed a $400 million loan from its CEO, Eddie Lampert—actually, the loan came by way of a hedge fund Lampert owns—to stay on track with plans to, well, not totally go out of business.
Also this week, Sears announced a new service that will hopefully make it a more appealing shopping option compared with online and physical store competitors alike. Earlier this year, Sears rolled out In-Vehicle Pickup as an option for its Shop Your Way app, and now customers can not only do curbside pickups of purchases without going inside stores, they can do exchanges and returns as well.
In recent years, grocery stores and select chains such as the Container Store have introduced drive-thru and pickup services targeted at today’s harried, on-the-go consumers, who can pre-order merchandise online and then swing by to pick it up—without having to actually “go shopping” for the goods inside, and without ever having to get out of the car.
To take advantage of Sears’s new service, the customer requests a return or exchange at the Sears website, and after getting an email confirmation heads to the selected store to handle the physical transaction. Once you’re in the parking lot, you use the app to alert the store you’ve arrived, and Sears guarantees a store associate will appear within five minutes to complete the return or exchange. A YouTube video explains further:
Obviously, Sears prefers that customers keep the merchandise they purchase rather than return or exchange it. But a good return policy is incredibly important in helping retailers drum up sales in the first place. Shoppers are more likely to make purchases when they know it’ll be quick and easy to return or exchange the merchandise. And once items are bought, they tend to stay bought. So long as customers don’t take advantage of the system, generous return policies generally benefit stores even more than they do shoppers.
One of the biggest reasons for the success of online sellers such as Zappos (which is owned by Amazon) is that they are renowned for terrific customer service, especially when it comes to easing the return process—complete with free shipping in both directions. Shoppers like anything that makes their lives easier, and the ability to conduct purchase pickups, returns, and exchanges from the comfort of one’s car certainly qualifies.