According to the e-tailing group's recent Cross-Channel Shopping Study, "buy online for pickup in-store is definitely becoming more a part of stores' culture," according to Lauren
Freedman, President. "Customer adoption coupled with growth among key multi-channel merchants embraces cross-channel customer convenience."
A primary appeal is free shipping to the store
which 96% now offer vs. 92% last year. Merchants that stock products centrally need more time to ship goods to the store. This impacts same day pickup, now available from just 54% of those surveyed
vs. 73% last year.
Efficiencies within the store like the pickup location more frequently being at the customer service area, and more related in-store signage, are further evidence of the
feature's integration within the brick and mortar environment.
The overall wait time is also improving for store pickup; down to an average of 2.58 minutes versus 3.21 minutes last year
and 3.64 the year prior. Products were ready and waiting when the customer arrived at the store 94% of the time, up from 83% in 2007.
In-Store Pickup Experience(% of surveyed merchants) |
| 3Q 2008 | 3Q 2007 |
Pickup Location &
Type | | |
Designated pickup counter | 37% | 45% |
General cashier | 42 | 43 |
Customer service area | 21 | 12 |
Designated counter* | | |
Easy to find | 79 | 78 |
Medium difficulty | 17 | 13 |
Difficult to find | 4 | 9 |
In-store signage for pickup | 58 | 55 |
Overall wait time | 2.58 min | 3.21 min |
Produce ready & waiting | 94 | 83 |
Source: the e-Tailing Group, September 2008 (*subset % penetration) |
Online there is good visibility and promotion of this feature. It is constant on the home page and gaining penetration on the product page (50% '08 vs. 27% '07) as well as in the shopping
cart.
Along with the order confirmation and onsite thank-you standards, more merchants are including pickup instructions. The study received email notification that products were ready for
pickup 71% of the time vs. 52% last year.
Freedman concludes, "... more merchants (should) step up their efforts and make the necessary investment to facilitate buy online/pickup
in-store.... customers coming into stores will be critical for servicing and selling to today's multi-channel customer."
An example of recommended (by e-tailing) customer service
practices relative to in-store pickup is included here:
The e-tailing group Checklist: In-store Stellar Customer Service
- Keep promoted products be in-stock
- Allow
shoppers to designate who will be picking up the order
- Include signage to direct customers picking up online orders
- Staff pickup counters with associates that have been
trained on ship-to-store
- Keep store pickup areas in order
- Limit multi-tasking while with the customer
- Get feedback about customers' pickup
experience
For more information including a list of surveyed merchants or to order the report visit the e-tailing group's website here.