While only a small number of multichannel retailers allow customers to buy online and pick up in-store, a majority of online consumers rate this service as important. Consumers avoid shipping fees, see and touch products before taking them home, and satisfy a need for immediate gratification when the product is in stock.Retailers face complex hurdles when implementing an in-store pickup program. Nevertheless, many plan to launch this service because it builds customer loyalty and stimulates additional spending when customers go to the store to collect their online orders. Smart retailers prominently promote the service on their Website, keep customers informed about the status of their orders, and clearly state the procedures for using the service. Key questions this report answers: How do consumers and retailers benefit from buy online, pick up in-store programs' What major hurdles do retailers face in offering these programs' What are the best practices for successfully running these programs' How are retailers innovating in offering these programs'  

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Buy Online, Pick Up In-Store
Published on December 2009
Report Summary
While only a small number of multichannel retailers allow customers to buy online and pick up in-store, a majority of online consumers
rate this service as important. Consumers avoid shipping fees, see and touch products before taking them home, and satisfy a need
for immediate gratification when the product is in stock.
Retailers face complex hurdles when implementing an in-store pickup program. Nevertheless, many plan to launch this service
because it builds customer loyalty and stimulates additional spending when customers go to the store to collect their online orders.
Smart retailers prominently promote the service on their Website, keep customers informed about the status of their orders, and
clearly state the procedures for using the service.
Key questions this report answers: How do consumers and retailers benefit from buy online, pick up in-store programs' What major
hurdles do retailers face in offering these programs' What are the best practices for successfully running these programs' How are
retailers innovating in offering these programs'
Table of Content
EXECUTIVE SUMMARY
-- Retailers in North America Who Have Order Online/Pick Up In-Store Capabilities, August 2009 (% of respondents)
- Key Questions
THE EMARKETER VIEW
OVERVIEW
-- Retailers in North America Who Have Order Online/Pick Up In-Store Capabilities, August 2009 (% of respondents)
-- Website Features that Are Important When Shopping Online According to US Internet Users, April 2009 (% of respondents)
-- Level of Importance of Cross-Channel Shopping Enhancements According to US Consumers, January 2008 & January 2009 (% of
respondents)
CONSUMER BENEFITS AND USAGE
- What benefits do customers receive from a buy online, pick up in-store program'
-- Percent of Online Sales Picked Up In-Store for Select US Multichannel Retailers, June 2009
RETAILER CONSIDERATIONS
- Benefits
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- What benefits do retailers receive from a buy online, pick up in-store program'
- Hurdles
- What challenges do retailers face in deploying a buy online, pick up in-store program'
- In-Store Pickup Service Elements
-- In-Store Pickup Service Elements
-- Location on Retail Site Where US Multichannel Retailers Promote In-Store Pickup, 2008 & 2009 (% of respondents)
-- Ways that Customers Can Pick Up Online Orders In-Store According to Retailers in North America, August 2009 (% of
respondents)
CONCLUSIONS
RELATED INFORMATION AND LINKS
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