Retailers Missing Out on Benefits of In-Store Pickup

Less than half of retailers offer the service

Author: Jeremy Kressmann

April 10, 2017

It’s been a tough few months for the retail industry, with companies like JCPenney, Macy’s and Sears all announcing plans to close stores. But even in today’s increasingly ecommerce-focused retail environment, there are still plenty of reasons for consumers to shop in-store. In fact, the growing popularity of “buy online, pick up in-store” may give real-world retailers a much-needed revenue boost. That is, of course, if they’re willing to offer it.

Based on the results of a February 2017 in-store shopping survey by ChargeItSpot, a majority of US consumers who use in-store pickup for digital purchases also tend to make incremental purchases during their visit.

At least 75% of respondents ages 18 to 34 and 50 to 65 said they had made an unexpected purchase while picking up a product. More than 60% of those 35 to 49 said the same.

This unexpected revenue boost from in-store pickup services should be good news for retailers hoping to “staunch the bleeding” as customers flock to cheaper and more convenient ecommerce options. But despite the promise of in-store pickup, additional research suggests many retailers still haven’t implemented an online-to-offline (O2O) collection option.

According to a November 2016 analysis by L2, which examined the types of website features implemented by US retailers, less than half (47%) of the companies studied offered such functionality.


As Amazon and other ecommerce players increasingly cut into the market share of traditional retailers—and with more store closings on the horizon—now seems like the perfect time to give O2O pickup services a second look.