Retailers continue to improve in-store pick-up

With many consumers preferring to obtain products immediately and avoid shipping charges after researching and ordering online, multi-channel retailers are continuing to respond with more effective in-store pick-up programs, Chicago-based researchers and consultants The E-Tailing Group Inc. says in its “3rd Annual Buy Online/Pick-up In-Store Study.” “There is a concerted effort to deliver an integrated and holistic consumer experience along with supporting on-site and post-order communication as well as in-store follow-through,” the report says. Improvements range from more effective online store locator maps to more helpful employees and more prevalent same-day pick-up. The percent of time that the product was ready when the shopper arrived went down from 92% to 83%, however, and the report notes that only 13% of retailers include product barcodes in post-order e-mails to expedite in-store service.