June 23, 2006, 12:00 AM

Nearly half of online buyers have used in-store pickup

Although only 11% of online retailers offer in-store pickup, 49% of online buyers have used this service, according to a new report from JupiterResearch.

Kurt Peters

Executive Editor

 

Although only 11% of online retailers offer in-store pickup, 49% of online buyers have used this service, according to a new report from JupiterResearch.

In-store pickup users tend to be men (52%), probably because men are more likely to buy consumer electronics online, and consumer electronics retailers are the most common retailers to offer the service, Jupiter said.

The study also found that in-store pickup drives more spending. Online buyers who use in-store pickup spend about 10% more than overall online buyers and 20% more than online buyers who do not use the service. That difference could be due to the fact that in-store pickup items tend to be larger items, with larger tickets, Jupiter said.

In-store pickup users also display cross-channel store affinity. In-store pickup users are more likely to be same-store multi-channel buyers and have higher expectations of cross-channel consistency when it comes to services like returns, according to the report.

In addition, Jupiter found a correlation between in-store pickup and loyalty and impulse purchasing. Compared with online buyers who do not use the service, those who use in-store pickup tend to be more loyal to stores with which they have had a good experience. They also are more likely to make impulse purchases and to feel better about their online purchases due to the breadth of information and diversity of products they find online.

Many retailers don’t offer in-store pickup services because they don’t believe they could get the product to the store quickly enough. But Jupiter said that 49% of online buyers who have used in-store pickup expect to go to the store the next day or within a week.

 

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