Click & Collect
Click & Collect is a 2023 product initiative to enhance Sephora's omnichannel experience in Southeast Asia by introducing the Buy Online, Pickup In Store (BOPIS) service to our beauty lovers. The goal was to create a seamless purchase journey that integrates online and offline shopping.
Disclaimer
The content on this page contains information that is subject to NDA with clients or stakeholders.
As a result, specific details and sensitive aspects of the project have been omitted or generalized.
Discovery Phase
Goals
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Understand user behavior, motivations, and expectations for in-store pickup.
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Optimize the Click & Collect journey for better usability and visibility.
Methodology
User interviews and prototype walk-throughs with 8 users (SG & MY).​
Findings
User Insights
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Users choose Click & Collect primarily when products are out-of-stock online.
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Store selection is based on stock availability and proximity.
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Users expect flexible fulfillment, including mixed delivery options.
Constraints
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Stakeholder Misalignment: Differing views on the ideal user flow required multiple iterations.
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Technical Constraints: Delays in real-time stock availability updates.
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Store Limitations: Initially, Click & Collect did not support reward and sample redemptions.
Design Phase
Key Features Implemented
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Pilot Launch: Store selection on Product Detail Page (PDP) and Click & Collect delivery options at checkout.
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Iteration 1: Increased visibility by displaying stock availability for both shipping and Click & Collect on the first fold of PDP.
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Iteration 2: Redesigned delivery options on PDP to showcase stock availability side by side for easier comparison.
Conclusion
Learnings
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Initial adoption was low due to poor visibility and friction in checkout (inability to redeem gifts, rewards, and samples).
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Close collaboration with product managers, engineers, retail, and business teams in later iterations helped drive improvements.
Results
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Increased Click & Collect adoption and improved business alignment.
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Iterative improvements boosted visibility and usability.
Next Steps
Enable rewards, gifts, and sample redemptions for Click & Collect to enhance incentives and drive adoption.
Get in Touch
If you're interested in learning more about this case study, feel free to connect with me.
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