There are plenty of perks to online shopping, but often one of the least convenient things about e-commerce is actually receiving your purchase—but this Kmart commercial shows how to shop like a boss.
With the 'Pay in Store' program, Kmart lets you order online, pick up in-store and pay at a cashier with cash, a cheque, debit, a gift card or a credit card. Even though items must be picked up within a 24 hour window, this makes it easy for eager shoppers to get their purchase almost immediately, without having to wait around for an item to be shipped. This humorous commercial shows that this buy-online-and-pick-up-in-person system is so easy, even your grandma could do it.
Key Themes Behind This Trend
- Buy-online-and-pick-up-in-person
- Disruptive innovation opportunity: The trend of buy-online-and-pick-up-in-person systems, like Kmart's 'Pay in Store' program, offers convenience and immediate access to purchases.
- Cashier Payment Options
- Disruptive innovation opportunity: Offering a variety of payment options at the cashier, including cash, cheque, debit, gift card, and credit card, can enhance customer experience and attract a wide range of shoppers.
- Humorous Commercials
- Disruptive innovation opportunity: Creating humorous commercials, like Kmart's Gangster Granny ad, can capture attention, create positive brand association, and drive consumer engagement.
Where This Applies
- E-commerce
- Disruptive innovation opportunity: E-commerce businesses can incorporate buy-online-and-pick-up-in-person systems to streamline the customer experience and increase customer satisfaction.
- Retail
- Disruptive innovation opportunity: Retail stores can implement buy-online-and-pick-up-in-person programs to bridge the gap between online and offline shopping, attracting customers who prefer immediate access to their purchases.
- Advertising and Marketing
- Disruptive innovation opportunity: Advertising and marketing agencies can explore the use of humor in commercials to create memorable and engaging content that resonates with consumers.
