BJ’s Wholesale Club has brought a click-and-collect service to 215 of its brick-and-mortar locations as part of its efforts to enhance its customer experience. The service, dubbed “Shop BJs.com – Pick Up in Club,” allows shoppers to pick up their online orders as soon as two hours after placing them, Supermarket News reported.
Customers check in with a door greeter once they arrive at a BJ’s location, and he or she will point them in the direction of the designated order pick-up area. With the service rollout, BJ’s has also added the ability for shoppers to automatically add select coupons to their online orders through its “Add-to-Card” functionality. Shoppers could previously make use of that option only while shopping in one of the BJ’s stores.
The wholesale chain rolled out its redesigned mobile app last fall, offering customers an option built nearly entirely around an enhanced experience.
“The new mobile site is an important step in our omnichannel transformation,” Rafeh Masood, senior vice president and chief digital officer at BJ’s, stated at the time. “More and more members use their mobile devices every day, and enhancing the BJ’s mobile experience makes shopping more convenient for our members.”
The upgrade included the initial rollout of the “Add-to-Card” feature. BJ’s noted in an email exchange that while many merchants offer digital coupons to remove friction, they tend to “add [that friction] right back in” by insisting their consumers physically print a coupon to hand to a cashier at checkout. The BJ's app’s digital gallery has both store-based savings (from the “Big” and “Little” book of savings released by the brand each month) as well as various manufacturer coupons.
Layered on top of that, the revamped BJ's app also tells users the locations of local clubs, tracks the current price of gas and allows them to track their savings throughout the year.