The Origins of the Term “Will Call”
The term “will call” refers to the practice of allowing customers to pick up tickets or merchandise that has been pre-purchased or reserved under their name. This allows the customer to “call for” the items when they arrive to collect them. But where did this term come from and how did it become so widely used?
The origins of the phrase can be traced back to the theater industry in the early 20th century. At that time, it was common for patrons to reserve and pay for tickets to a show in advance. The tickets would be held under the customer’s name at the theater’s box office to be picked up on the day of the performance. When the customer arrived, they would go to the box office window and give their name, allowing the clerk to locate the tickets that had been set aside.
This practice was referred to as leaving tickets “on call” or “at call” for a particular customer. It provided a way to ensure your tickets would be waiting for you upon arrival. The “call” referred to the customer’s action of stating their name at the box office to call forth their tickets.
Over time, the phrase evolved into the more catchy and concise “will call.” The word “will” captured the idea that the tickets would be waiting in the future when the customer came to retrieve them. By the 1930s and 40s, “will call” was being widely used in the theater industry. It continued to grow in popularity over the following decades.
Today, will call refers to any pre-purchased or reserved items that are held for pick up by a customer. While its origins trace back to theater ticketing, you are now likely to see the term used for anything from online orders to prescription pickups. However, it retains the same essential meaning of allowing customers to call for items already set aside under their name.
How Will Call Works
The will call process generally works as follows:
- A customer purchases or reserves an item and selects the “will call” delivery option. This may occur online, over the phone, or in person.
- The merchant sets aside the item to be picked up and notes the customer’s name and order details.
- The customer arrives during the merchant’s pick up hours and proceeds to the designated will call area.
- The customer provides their name and confirmation number/order details.
- The merchant locates the order under the customer’s name and releases the item(s).
- The customer verifies the order and collects their purchase.
There are some variations on this process across different industries. For example, theaters may require you to show a photo ID or the credit card used to purchase. Or in a pharmacy, you may need to provide identifying details plus sign for controlled medication pickups.
Overall though, the core elements remain the same. The merchant reserves an order for the customer, who then picks it up by providing their name or associated order details.
Key Reasons Retailers Offer Will Call
There are a few key reasons that merchants across industries offer will call services:
- Convenience: Will call provides flexibility for customers to choose when they pick up orders. This is especially helpful for situations like event ticketing when customers may arrive at different times.
- Security: Will call ensures purchased items remain secure with the merchant until the customer arrives. This prevents lost or stolen deliveries.
- Reduced costs: Holding orders for pick up reduces shipping expenses for retailers who would otherwise have to deliver each order.
- Inventory management: Will call gives merchants time to gather orders and ensure stock is available before releasing to the customer.
In many cases, retailers are motivated to offer will call by the opportunity to improve customer satisfaction. The convenience and flexibility provides buyers with an option that fits their needs. And in return, this builds loyalty and sales.
Industries That Rely on Will Call
Certain industries rely heavily on will call as an order fulfillment method. Some of the most common include:
Event Ticketing
As we learned, the entertainment industry was the originator of the will call concept. Event venues continue to use it today as a way to manage ticket distribution. Will call allows efficient pick up on the day of a concert or show without requiring mailing tickets.
Travel
Airlines, hotels, and other travel companies all offer will call pickup of tickets, itineraries, and reservations. This provides flexibility for travelers who may be en route or arriving at different times.
Restaurants
For take-out or delivery orders, restaurants may set aside meals under a customer name for convenient pick up.
Pharmacies
Pharmacies leverage will call to prepare prescription orders ahead of time so they are ready for customer pickup.
Auto Repair Shops
Car repair businesses use will call to notify customers when work is complete so vehicles can be picked up efficiently.
In addition to these examples, many retailers provide a will call service even if it is not their primary order method. This allows them to accommodate customer preferences. Major stores like Walmart and Home Depot offer will call pickup for items purchased online.
The Will Call Process for Customers
If you choose the will call option when making a purchase, there are a few steps to follow:
- Select will call at checkout: When you purchase an item, choose “will call” as your delivery method if it is available.
- Note order details: Make sure to save your order number, confirmation code, or any other identifiers provided.
- Verify pickup times/dates: Check the merchant’s instructions so you can arrive during will call hours.
- Bring identification/confirmation: Have your ID and order confirmation ready when you go to collect your items.
- Pick up your order: Follow merchant instructions to provide your details and collect your purchases from will call.
The main thing is allowing enough time to pick up during the designated hours. Retailers want to ensure your items are available when expected. So be sure to check their will call policies.
Pros and Cons of Will Call
Like most fulfillment methods, will call has both advantages and potential drawbacks:
Pros
- Flexible pickup timing for customers
- Reduced costs and labor for merchants
- Lower risk of lost/stolen orders
- Efficient distribution method for high volume
Cons
- Inconvenient for customers who must arrive during certain hours
- Higher risk items will not be available if not properly managed
- Requires manual pickup rather than delivery
- Can create long customer pickup lines at high traffic times
Whether the pros outweigh the cons depends on your needs as a customer and capabilities as a business. Retailers must strategically offer will call when it benefits their operations model overall.
Best Practices for Retailers Offering Will Call
If you run a business providing a will call service, there are some best practices to follow:
- Provide detailed instructions and ensure customer orders are tagged with all necessary information like names, order numbers, and confirmation codes.
- Organize the will call area neatly with orders in alphabetical or numbered order for easy retrieval.
- Staff the will call desk sufficiently, especially during peak pickup hours before events or holidays.
- Set will call pickup hours appropriate for your customers and update them on any changes.
- Manage inventory closely as orders come in to verify popular items are stocked for will call.
- Use will call pickup data to identify high volume pickup times and adjust staffing as needed.
- Implement security procedures like checking IDs before releasing orders.
A well-run will call operation minimizes wait times for customers and ensures efficient order fulfillment. This provides a better overall service experience.
The Future of Will Call
While will call originated from in-person ticketing, new technologies are evolving the process:
- Mobile notifications can alert customers when orders are ready instead of waiting in line.
- Digital IDs can streamline order verification and pickup.
- Automated kiosks are being used to deliver will call orders 24/7 by scanning confirmation codes.
- Curbside pickup options allow contactless retrieval of orders.
Even with these updates, the will call concept remains the same. As retailers adapt to offer faster, more convenient service, customers continue to appreciate the flexibility of choosing when to collect pre-purchased items.
So while the term “will call” has origins dating back over a century, it is sure to remain an important fulfillment method well into the future.
Conclusion
From its beginnings in theater ticketing, will call has evolved into a convenient pickup option offered across industries. It provides flexibility for customers and simplifies order distribution for retailers. While new technologies are modernizing the process, the concept remains fundamentally unchanged since its early “tickets on call” days. So next time you need to “will call” for an order, you can appreciate the long history behind this useful fulfillment method.