Retail is no longer just about what happens inside the store – it’s about the entire journey, from browsing to unboxing. One of the most defining moments in this journey is the pickup experience. As consumers demand more convenience and flexibility, retailers are reimagining the way customers collect their purchases, turning pickup points into brand-building opportunities.
Why pickup has become essential to customer experience
In an era where consumers are pressed for time and convenience drives purchasing decisions, retail pickup services have evolved into a critical touchpoint. According to McKinsey, 50% of shoppers say pickup and same-day delivery options influence their choice of retailer.
But pickup isn’t just about speed – it’s about control. Shoppers want to choose when and how they collect their orders, whether from a store, parcel locker, or curbside. This shift from transactional delivery to personalised pickup moments allows retailers to enhance engagement even after checkout.
Retailers that offer seamless, tech-driven pickup options are creating stronger emotional connections with their customers. In fact, pickup services are quickly becoming a brand differentiator. Companies that invest in smooth pickup journeys will stand out in a crowded market.
Pickup innovation – from bonus to baseline
It wasn’t long ago that click-and-collect solutions were considered a luxury service. Today, they are essential. Retailers that don’t offer flexible, convenient collection risk losing customers to more agile competitors.
The challenge for retailers isn’t just offering pickup – it’s managing it efficiently and tailoring it to their unique needs. Retailers investing in lockers for their stores can turn them into high-performing assets by integrating Smartmile’s software. Smartmile helps retailers select the right locker hardware, connect multiple carriers and design custom locker-based services through low-to-no-code service design. This enables retailers to turn standard lockers into innovation hubs – creating services like package-free delivery, micro hubs for returns, or C2C marketplaces.
Consider retailers like Zara, who have transformed their store spaces into localised pickup hubs. While larger brands may invest heavily in infrastructure, smaller retailers can achieve similar results by investing into multi-carrier locker solutions with the right software to fire them up.
This approach reduces costs, maintains service quality, and enhances logistics while creating opportunities for additional revenue streams. By enabling couriers to utilise locker capacity efficiently, retailers can maximise the value of their investments and improve overall profitability.
The personal touch – why customisation wins
The best retailers know that pickup is more than a process – it’s an experience. Customers remember small details, from branded notifications to the ease of collecting orders at their convenience.
Imagine a pickup notification that feels tailored, reflecting the customer’s preferences and offering suggestions for future orders. The pick up itself takes place at a locker that fits the retail brand from machine to screen – regardless of which couriers manage the logistics behind it. This level of personalisation creates lasting impressions.
Smartmile enables retailers to personalise pickup experiences. Every aspect can be white-labeled to put the retail brand front and center. Retailers can control how their brand is reflected throughout the process, ensuring unique and smooth handoffs. By dedicating locker compartments specifically to their webstore, retailers can prioritise their own volume flows while still collaborating with couriers.
Technology’s role in pickup transformation
Technology lies at the heart of pickup innovation. From predictive analytics to carrier integrations, smarter systems are driving more seamless, scalable solutions.
Retailers leveraging technology can automate parcel services, determine exactly what volume makes it to the lockers in their stores, and design custom pickup flows – ensuring that every collection feels effortless.
Smartmile’s platform enables retailers to connect to shared logistics networks, reducing the need for single-carrier solutions and creating flexibility. This results in:
- Reduced failed deliveries through better carrier integration.
- Prioritise your ecommerce volume by dedicating a set of compartments to webstore orders.
- Lower operational costs by consolidating orders into fewer pickup points.
- Scalable infrastructure without heavy upfront investments.
Sustainability – pickup’s new selling point
Sustainability has become a significant driver of purchasing decisions. Pickup services present a prime opportunity for retailers to reduce emissions and contribute to greener operations.
By designing sustainability focused locker services, retailers can reshape how the last and first mile are done. Think package-free delivery, locker micro hubs to reduce trips, and a locker based C2C marketplaces for returns.. Smartmile helps brands achieve this by:
- Low-to-no code service design to easily test sustainable locker-based service flows
- Capacity management feature to reduce trips, push machine capacity, and prevent locker overflow
- Supporting multi-carrier locker systems that maximise network efficiency.
- Promoting shared-use solutions that lower unnecessary deliveries to individual locations.
Retailers that embrace sustainable pickup models align themselves with growing consumer demand for eco-conscious choices, reinforcing their brand values.
What’s next for retail pickup?
The future of pickup lies in expanding shared infrastructure, increasing flexibility, and allowing for innovative service design. Building stronger connections with consumers through personalised and convenient pickup solutions will be key. As technology advances, retailers will explore more ways to create dynamic pickup points without adding complexity.
Smartmile plays a critical role by enabling retailers to access shared logistics networks and integrate with multiple carriers – allowing for smoother, more reliable pickup experiences without requiring significant infrastructure investments.
But the future isn’t purely technological – the human element remains essential. Personalised pickup moments, excellent customer service, and seamless returns will continue to shape competitive advantage.
Final thoughts
Pickup innovation isn’t just a trend – it’s the future of retail, and the retailers that nail it will be the ones customers remember (and return to). In a landscape where loyalty is earned one seamless experience at a time, optimising pickup points isn’t just smart – it’s essential.
Smartmile works with retailers to streamline last-mile logistics through shared networks, carrier flexibility, and sustainable delivery solutions – all without the headaches of building infrastructure from scratch. It’s efficient, sustainable, and exactly what modern retail needs.
👉 Curious how Smartmile can upgrade your pickup game? Learn more about how we support retailers here.
