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.