At Home is busily adding to its omnichannel capabilities.
The value home décor retailer is launching a new mobile app designed to let customers quickly obtain access to their orders and order status and check out. They can also utilize the app to obtain inspiration and personalized, curated product recommendations.
In the store, shoppers can scan a tag with the app to see availability and product reviews. It also enables customers to link to their loyalty accounts and coupons, and see their progress toward becoming a VIP loyalty member. The At Home mobile app is currently available to download in the Apple App Store.
In addition, At Home is expanding its same delivery service to all store locations. The company is also adding new delivery partners DoorDash and Roadie to help make thousands of items available for same-day delivery.
“We’re thrilled to be adding the mobile app and expanding same-day delivery options just in time for Holiday shopping,” said Richard Armour, At Home chief digital officer. “They are both key components of our continued journey to reduce friction for our customers across all our channels. We have a big focus on speed and are committed to providing customers with multiple ways to get what they need the same day, whether it be through buy-online pickup in stores or same-day delivery.”
At Home rolls out new omnichannel options
At Home has rolled out a series of omnichannel options over the last two years. In September 2022, the company partnered with consumer financing company Synchrony to streamline its branded credit card application process with mobile technology in an effort to create a better, more efficient experience for customers.
By launching QR codes in-store, the retailer will simplify how customers can apply for and understand their financing options. At Home is also teaming up with Synchrony to offer expanded rewards for the home décor retailer. The program enhancements now enable customers to earn 3% back in rewards on all purchases made outside At Home stores. Reward percentages are not staggered by purchase category, such as groceries, fuel or travel.
In April 2021, At Home implemented the Manhattan Associates Omni order management system (OMS) in an effort to improve sales, service and fulfillment operations. Leveraging the OMS, At Home intends to establish the foundation for future e-commerce enhancements, such as optimizing inventory availability across its store network.
Other omnichannel enhancements and programs At Home has enacted in the past two years include its website, buy online, pickup in-store (BOPIS), curb-side shopping, shipping and same-day delivery.
Based in Plano, Texas, At Home was acquired in July 2021 by private-equity firm Hellman & Friedman in an all-cash transaction valued at $2.8 billion. In June 2022, the retailer, which has a long-term goal of 700-plus stores, recently opened its 250th store, in Amherst, N.Y., and operates more than 255 stores in 40 states.
[Read More: At Home acquired for $2.8 billion]
At Home stores average about 100,000 sq. ft. and sell up to 45,000 home décor items, from furniture, rugs, wall art and housewares to tabletop, patio and holiday décor.