While “click and collect” service for more utilitarian retailers like Sears and the Container Store seems fitting, for a brand like Selfridges to offer the same thing is unique — and they’ve already offered that service for some time. Now they’re expanding and upgrading it, adding an entire reception area behind their Oxford Street store, where customers can retrieve online purchases without getting out of there cars.
It’s funny, in a way, that to get consumers to a physical store translates into luring them as close as possible without actually making them go inside. On the other hand, as Amazon expands its same-day delivery service and showrooming continues to abound, Selfridges’ effort is a savvy go at combating all the different ways shoppers continue to avoid trips to brick-and-mortar retailers.
For now, though, we can’t really see this kind of thing happening at department stores in New York. Last we checked, there was definitely no room to add a drive-through behind Bergdorf’s.