September 15, 2005, 12:00 AM

Shoppers prefer quick in-store pick-up of online orders, study says

More than half of shoppers would opt for in-store pick-up of an online order only if they can get their products within 48 hours, Accenture says.

Paul Demery

Managing Editor, B2B E-commerce

More than half, or 53%, of shoppers would opt for in-store pick-up of an online order only if they can get their products within 48 hours, management consulting firm Accenture says in a study of multi-channel shopping behavior.

Of that 53%, more than a third, or 14% of respondents, would choose in-store pickup if they could get their product the same day, the study says. The study, “Multi-Channel Strategy – Accenture Employee Survey,” is based on a survey conducted in January of 1,420 Accenture employees that the firm describes as experienced online shoppers.

36% of respondents said they would wait up to a week for in-store pickup; 2% said they would wait longer than a week; and 9% said they would never opt for store pick-up.

The most frequent online shoppers are the least likely to choose store pick-up, and are the most likely to expect to get their merchandise within two days.

Among respondents who had purchased online 10 or more times in the prior year, 17% said they’d choose store pick-up only if they could get their products within a day, and another 12% said they’d wait up to two days.

Among respondents who had shopped online less than 10 times in the prior year, 13% would demand pick-up within a day, and another 8% said they’d wait up to two days.

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