BJ’s Click-and-Collect Program Gets a Makeover

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BJ’s Click-and-Collect Program Gets a Makeover

By Jacqueline Barba - 06/07/2018

BJ’s Wholesale Club is promoting its revamped click-and-collect fulfillment option for online orders after abruptly ending its former in-store pickup program earlier this spring.

The new "Shop BJs.com – Pick Up In-Club" program delivers the ability to add digital coupons to select online orders that are automatically redeemed at checkout, which shoppers can now choose to complete via the website or mobile application before picking up orders in-club. The previous program required payment transactions and coupon redemptions to take place at designated in-club checkout areas at the time of pickup. BJ's no longer accepts paper coupons on online orders, or printed and digital manufacturer coupons other than those offered through BJ’s add-to-card coupon program. Multiple email blasts promoting the new options link to the Pick Up In-Club web page.

Additional digital support includes a May 1 blog post on BJ’s member journal BJ’s Stocked that describes the three-step process of using the new program and a May 10 Twitter update from BJ’s that links to a related article by Institute sister publication Retail Leader.

Ditching the former orange and red Pick Up & Pay color scheme, stores are peppered with purple and white banners, ceiling signs and stanchion signs promoting the Pick Up In-Club service near store entrances as well as designated check-in areas. Outside of some stores, headers positioned on cart corrals urge shoppers to try the “digital cart instead” by using the new program via bjs.com/pickup or a mobile device. 

The East Coast wholesale club officially introduced the program in May, a couple weeks after ending its former program. BJ’s Pick Up & Pay was introduced two years ago and shut down with an April 27 email blast assuring members they’ll “love what’s next."

The updated Pick Up In-Club program is one of many e-commerce moves the retailer has been making as it works to catch up with rivals under the leadership of chief digital officer Rafeh Masood. It rolled out in conjunction with a website makeover included a new home page that showcases "top categories, featured products, personalized recommendations and seasonal solutions," according to a media release by the retailer. 

“The updated look and feel of our site makes it more personalized and easier to navigate and shop,” a BJ’s spokeswoman told the Institute.

These enhancements came a week after BJ’s introduced a new “swipe right” shopping tool to its mobile app. Using machine learning, it provides a functionality that lets shoppers explore new products and swipe right to add an item to a wish list or left to dismiss it. Most recently, BJ’s is adding more clubs to a mobile deli ordering pilot that allows shoppers to place and track deli orders on the retailer's mobile app.

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