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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.
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.