One of the most talked about developments of omnichannel commerce is in-store pickup, or giving consumers the ability to order online and pick it up at the store. While it seems like an oxymoron at first glance (eliminating the convenience of doorstep delivery), it has benefits for customers and brands. Forty-seven percent of consumers cite lower shipping costs as the reason they prefer to pick up in-store, and 25% cite same-day fulfillment. Convenience is also a factor for 10% of shoppers. Many consumers don’t have a doorman building or someone at home to accept packages, but work within a short distance of major retailers.

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For retailers, in-store pickups reduces shipping costs and offers the opportunity to upsell to consumers who walk in to pick up their online purchase. Despite that, L2’s Intelligence Report: Omnichannel Retail finds retailers have not been fast enough implementing the service. Among aspirational brands, the percentage offering it has doubled since the last Omnichannel study with Gap, Banana Republic, Macy’s and Talbots as new launchers. Among Prestige brands, Neiman Marcus and Bloomingdale’s have added the option. Luxury players have been slower in adopting in-store pickup, with no newcomers since the previous study.



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