February 27, 2009, 12:00 AM

In-store pickup of online orders can lift sales

Consumers are pretty pleased with their experiences picking up web orders in stores, says Forrester Research. But don’t keep them waiting.

Internet Retailer

In-store pickup of online orders can lift sales

As competition for retail sales increases, in-store pickup of online orders is emerging as a more important opportunity for multi-channel retailers to build customer relationships and increase sales both online and in stores, Forrester Research Inc. says in a new study, “Multichannel: In-Store Pickup Gains Importance.” In-store pickup of web orders targets the increasingly crucial cross-channel shopper. The web already influences nearly $400 billion in U.S. store sales per year, a figure projected to reach $1 trillion by 2012, or about one-third of total retail sales, Forrester says. In addition, in-store pickup can help boost online visitor-to-sales conversion rates and make the web more attractive to the 9% of consumers who have never made an online purchase, Forrester says.

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