Offering in-store pickup could boost e-tailing revenue

A new study from the e-tailing group indicates that online merchants may need to make a few adjustments to their offerings to keep consumers coming back. According to the report, more consumers want to be able to shop online but pick up items in-store.

by Kristina Knight

According to the e-tailing group's 3rd Annual Buy Online/Pick-up In-Store Experience study, 23 e-tailers who offered the in-store pick up option were shopped twice by users during Q2. Many merchants are taking advantage of this option by allowing for pick up faster, either the same day or within 8 days, which is a plus for consumers wanting their goods right away. Merchants are also doing a good job with in-store signage for pick up counters and advertising for buy online/pick up in-store on their websites.

Still there is room for improvement.

According to the study, communications are still a bit rough around the edges. Many times users have to wait while in the store for the item to be ready to go and pick up instructions - when the item will be ready, store location/hours - are not always readily available.

With consumers increasingly turning to online stores to conveniently shop offering more than simple shopping is a good idea for e-tailers. While many shoppers want their items delivered to their door, some will prefer to pick up in-store for any number of reasons. Offering this option and advertising it well is a good way to attract and keep new customers.