Buy online, pickup in-store not the ‘smooth’ process shoppers demand

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Of the 1,000 North American consumers surveyed by iVend Retail, nearly all (92%) said they regularly shop across multiple channels. More than half (57.5%) also use a buy online pickup instore option.

However, while more than two-thirds (67.8%) said they found online shopping a “smooth” process, just 31.6% could say the same of the order online pickup in-store process. Nearly 65.3% of consumers say they use the buy online, pickup in-store service to avoid shipping costs while 29.2% cited convenience and 23.5% the option to instantly return the product if it did not meet expectations.

The findings suggest that retailers are yet to provide the seamless omnichannel shopping experience that today’s connected consumer demands and, until this happens, more store closures will be evident, such as the latest announcement by The Limited that their last 250 stores will close and retail continue online only.

iVend’s data also revealed that shoppers want a more digitally connected in-store shopping experience. Nearly half (46.4%) want retailers to offer free in-store Wi-Fi, 36.9% said digital help desks would improve the in-store experience, and 33.5% want personalized promotions sent to their phones as they enter a store.



Kristina Knight is a freelance writer based in Ohio, United States. She began her career in radio and television broadcasting, focusing her energies on health and business reporting. After six years in the industry, Kristina branched out on her own. Since 2001, her articles have appeared in Family Delegate, Credit Union Business, and with Threshold Media.