Most of us have
probably heard at one time or another that e-commerce is going to be the death
of traditional brick-and-mortar retail, putting small businesses out of
commission and leaving us with nothing more than the occasional convenience
store here and there.
Surprisingly, like most extreme predictions made in the heat
of a rapidly growing trend, it proved to be mostly inaccurate. And while e-commerce
has undeniably had an impact on the retail industry, much of it has been in
accord with brick-and-mortar shopping, not opposed to it.
A recently released infographic from e-commerce solution
provider Shopatron shows that the majority of customers actually love in-store
pickup tied to their e-commerce experience, calling it “the new retail
requirement” and touting the benefits for retailers.
According to Shopatron, 80 percent of customers use the
Internet to research their purchases, while 75 percent still prefer to buy
their products at a store. And, in terms of measurable add-on sales
justifications for the implementation of an in-store pickup option, the
infographic shows that over 30 percent of Shopatron merchants that offer it saw
additional in-store sales during the pickup, Ace Hardware had a 33 percent
lift, and REI noted a 35 percent of in-store pickup orders result in additional
By offering this option, businesses are able to drastically broaden
the range of products that they are able to sell online, as logistically some
items were nearly impossible to offer with delivery. In-store pickup allows
customers to receive their items while being assisted by experts that “can
handle complicated licensing requirements, assemble, install, train and answer
questions about the purchase.”
Of course, it doesn’t hurt that a pickup option also
increases online conversions, in addition to improving add-on sales figures and
allowing businesses to sell more on their websites. It’s also useful for
consumers, as it does away with shipping fees, makes in-store returns easier
and fulfills their orders faster.
Businesses have two ways that they can provide in-store
pickups. One is to fulfill an order from store inventory, which greatly expedites
the pickup process, but limits what can be sold to only those items available
in the store. The other is a ship-to-store method, in which items are shipped
from a vendor or distribution center directly to a merchant’s brick-and-mortar location.
So the question is, are you offering an in-store pickup on
your e-commerce site yet?
To view the full infographic, click here.