Same-Day, In-Store Pickup Catching On

Published March 30, 2011 Share

Online shoppers expect more. They want their product, and they want it now … even when they’re making a purchase online.

Which is why many stores are making same-day, in-store pickup a major part of their eCommerce strategy.

Walmart has announced it’s rolling out its Pick Up Today program nationally. Best Buy and Sears already offer same-day, in-store pickup for online orders.

And at Shopatron we have been at the forefront of in-store pickup technology, offering same-day, in-store pickup as early as 2008, and rolling it out to all stores in early 2009.

In talking with Sean Collier, Shopatron’s Chief Product Officer and Senior Vice President of Client Services, he sees in-store pickup as a great extension of the online world to the offline world. It combines the benefits of the web with the instant gratification of shopping in-store, allowing the customer to look at and feel an item before taking it home. It also tightens customer relationships with local stocking retailers and brands.

Here are some additional reasons in-store pickup is important for your brand: 

• It’s convenient: By making a purchase online, the customer is certain to order the exact product they’re looking for, without having to wait in lines, see if a product is in stock, or deal with a sales person who may not be able to help. (When was the last time you met an “expert” in a big box store?) In-store pickup prevents consumers from having to call or physically visit retailer after retailer to find the product they’re looking for.
• It’s quicker: Using available inventory, the in-store pickup option puts online purchases in the hands of end consumers that same day rather than days or even weeks down the road via traditional shipping methods.
• It’s cheaper: As studies have shown,consumers prefer the in-store pickup option to avoid shipping costs along with fulfillment delays.

Those are the common benefits of in-store pickup, but, as Collier points out, there’s also something to be said for the emotional connection that comes with picking up products at brick-and-mortar locations.

End consumers prefer to see products first hand, and size up their purchase before taking it home. (Are those shoes going to be too small? Does that frame match your home decor?)

In-store pickup also allows shoppers to get expert advice from certified dealer staff when they need it. (Can you recommend a tire to go with that wheel?)

And customers can rest a little easier knowing they can return their product locally if need be – without the hassles or costs of shipping – when they’ve picked up their order from a physical store.   

The in-store experience continues to grow, and further enhancements to product data and inventory systems will increase consumer confidence and further bridge that gap between the online world and the offline world. And, as true believers in the value of traditional retail outlets in the eCommerce process, Shopatron will be out there blazing the trail.

For more information on Shopatron’s in-store pickup capabilities, visit our product information section.