Example of the "Pay In Store" method selected in the previous layout.
A simplified diagram of the customer's purchase journey. During the checkout process, customers can choose to either ship to a residential address, or pick up at a nearby NAPA store. The option to Pay in Store is only offered if the customer chooses to pick up their order at a store.
By phasing this payment method out, the hope was to direct customers to other fulfillment methods with higher conversion rates, capture payment upfront, and help improve the overall Pickup rate. Additionally, Afterpay was being introduced as a new payment method.
As an initial test, the Product team hid the Pay In Store payment method over 2 months in specific store regions to observe customer engagement and any negative impacts. No negative impacts on sales were observed with the test, and Pickup Rate actually increased by 8% with net positive sales.
Competitive analysis focused on the payment methods in the Checkout experiences of direct competitors and other retailers. I also looked extensively at Baymard for examples of payment method approaches.
Exploring how Pay In Store and Gift Card might be available after selecting the "More Options" payment method.