One Tweed Coat, Coming Up
Buy online, pick up at the store is so yesterday. Selfridges is about to raise the bar. How about buy online, pick up via a drive-through?
According to the London Evening Standard, Selfridges is introducing the world’s first department store drive-through. The story reports that the port is currently being built at Selfridges’ Oxford Street location in London and will allow shoppers to pick up items they’ve ordered online. This new service is expected to be unveiled early next year.
It’s an interesting idea and one that certainly plays to shoppers’ call for convenience. Still, given the data showing that many online purchases picked up at the store often result in additional items being bought, one can’t help but wonder if Selfridges may be sacrificing ancillary revenue on the altar of convenience.