TECHNOLOGY

CSA Exclusive: Carter’s grows into new omnichannel shopping option

BY Dan Berthiaume

Vertical children’s apparel retailer Carter’s is joining the buy online pick up in store (BOPIS) revolution.

Carter’s BOPIS program enables online and mobile shoppers to add products to their cart, choose the “Pick Up Today” option, and have their order ready for pick-up at the selected store in two hours or less.

“We’ve taken an innovative approach for our ‘Buy Online, Pick Up Today’ program, inspired by the best of the best – the speed of coffee shops and the accuracy of distribution centers,” said Greg Foglesong, executive VP, North American retail & e-commerce, Carter’s. “The entire process is powered by a custom mobile app, built in-house by our technology teams to provide the best possible experience for our customers.”

Designed to provide customers with a quick, easy, and efficient shopping experience, the program fulfills orders placed online from inventory at the pick-up store location that customers select during the check-out process. Shoppers can make Buy Online, Pick Up Today purchases of merchandise from both Carter’s and its OshKosh B’gosh subsidiary, at either Carter’s or OshKosh B’gosh stores.

“Using store inventory allows orders to be fulfilled in as quickly as an hour or two, as opposed to several days if ordered and shipped from the warehouse,” said Foglesong. “We are focused on providing the best value and shopping experience in the young children’s apparel space, and believe that our co-branded website and stores are very convenient ‘one stop shopping’ destinations for families.”

Given the recent nationwide rollout of the program, Foglesong said it is too early to comment on any specific metrics. However, he did share some higher-level data.

“Roughly 20% of our online orders now leverage our nationwide network of over 800 stores,” stated Foglesong. “We’ve also found that consumers who pick up their online order in-store purchase additional items while in the store approximately 25% of the time.”

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