March 3, 2003, 12:00 AM

Circuit City’s kiosks make definition of multi-channel even fuzzier

Circuit City is moving some in-store shoppers to the web via store kiosks. They order at CircuitCity.com, then walk over to the customer service counter to pick up their orders.

Kurt Peters

Executive Editor

Circuit City Stores Inc. has not been shy about talking about its success in driving CircuitCity.com shoppers into the stores to pick up their orders. What’s less known is that Circuit City is succeeding in moving some in-store shoppers to the web via store kiosks. They, too, are ordering on the web, then walking over to the customer service counter to pick up their orders. The benefit? Before paying for a product, store shoppers can check on the kiosks to see if Circuit City is promoting lower prices online. If so, they order on the web and request in-store pickup.

"A fair number of shoppers in our stores use our Internet-enabled PCs to do price comparisons," a spokesman says. "If they find a lower price on CircuitCity.com, they order it and pick it up in the store at the lower price."

Circuit City is also guaranteeing that online shoppers who order from home for in-store pickup will get a lower in-store price, if the store where they pick up their order is offering prices lower than available online.

 

Comments

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...

FPO

Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of Quill.com that will let customers and Quill ...

Advertisement