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Retailers Expand Pickup Options and Reap Benefits

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Click The Image To Read The Article On emarketer

Multichannel shoppers spend more per year than online-only or store-only consumers

In-store pickup services are highly popular with online consumers, and retailers such as Wal-Mart, Best Buy and Argos (UK) report that 40% or more of their online orders are picked up in-store. Yet many retailers have generally been slow to offer such services because they are difficult and costly to implement.

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As traditional retailers lose customers to Amazon and other online pure plays, however, more merchants are coming to see store pickup programs as a powerful way to win back customers. “Once a shopper enters a store to collect an online purchase, a retailer can realize multiple benefits,” said eMarketer principal analyst Jeffrey Grau and author of the new report, “In-Store Pickup: Retailers Expand Efforts to Win Over Online Shoppers.” “People who pick up orders at a store often make additional purchases. And converting a single-channel shopper into a multichannel shopper typically results in a significantly more profitable customer.”

A December 2011 survey from Boston Retail Partners revealed that retailers in North America are getting the hint and making store pickup programs a relatively high priority. Thirty-eight percent of respondents said they had implemented a store pickup program, and another 46% indicated they had plans to launch such a program.

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“Once an online shopper comes to a store, a retailer (and the customer) can realize a number of benefits,” said Grau. For example, in May 2011, Shopping Centers Today reported that Best Buy had found that multichannel customers spent 95% more than single-channel shoppers and generated 80% more profit. Similarly, Target revealed that multichannel customers spent $1,000 per year, vs. $551 per year for store-only shoppers and $94 for online-only customers.

Retailers are developing more sophisticated store pickup services that aim to provide greater convenience for online shoppers and even taking back share from online-only retailers. “But even more significantly,” said Grau, “the growing popularity of store pickup services and omnichannel shopping in general are spurring retailers to reimagine the purpose and design of their stores to meet the demanding expectations of 21st century shoppers.”

The full report, “In-Store Pickup: Retailers Expand Efforts to Win Over Online Shoppers,” also answers these key questions:

  • How have multichannel retailers innovated with their store pickup services?
  • What are the critical success factors for running a store pickup service?
  • How will these programs evolve in the future?

This report is available to eMarketer corporate subscription clients only. Total Access clients, log in and view the report now.

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Contact Us
  • HOME
    • Home Furnishings "STUFF"
    • About Us
    • Commitment To Our Veterans
    • Free Marketing Analysis - No Strings-No Sales Pitch
  • Social Platforms
  • Technologies
  • Marketing Integration
    • Free Marketing Analysis - No Strings-No Sales Pitch
    • How Social Media is Changing Brand Building & Retail
    • Brick & Mortar Retail Touch Points Exposed
    • The Secret to a Good Mobile Website for Retailers
    • U.S. Newspaper Revenues Hit 50-Year Low in 2012
    • Future Retail Trends-2015
    • The Power Of Gen Y in Today’s And Tomorrow's Workplace [INFOGRAPHIC]
    • Brick And Mortar Retailers May Become Extinct If They Do Not Embrace The New Economy >
      • A Retailer's Guide to Webrooming
      • INFOGRAPHIC - Do men and women shop differently online?
    • How Big Is Amazon {INFOGRAPHIC}
    • Why retailers must excel in the 4 Cs instead of just the 4 Ps
    • E-tailers: Tips, Trends, and Reasons E-Commerce is About to Boom
    • Is Texting The New Marketing Engagement Frontier
    • Which Social Network's Users Make the Most Money? [INFOGRAPHIC]
    • 120 Awesome Marketing Charts, Graphs and Statistics
    • What It Costs A Business To Do Social Marketing
    • The NEW Retail Demographics
    • More Shoppers Reach for Mobile to Browse, Buy >
      • Online Reviews Influence Shoppers Most, but Print Catalogs Trump Social Networks
      • How Shoppers Use Smartphones to Save Money
      • Age, Gender Determine 'Go-To' Devices
  • MY RETAIL RANTS BLOG
  • CONTACT US
    • free marketing help desk