The pickup line

Abu-Shalback Zid, Linda
November 2004
Marketing Management;Nov/Dec2004, Vol. 13 Issue 6, p4
This article discusses a study on online shopping conducted by E-Tailing Group, as of December 2004. Ordering online for in-store pickup is a purchase option that is designed for convenience. A recent study from The E-Tailing Group, however, shows that the option is not always that convenient. The study found that, although such shoppers had already checked out online, 75% of the time they had to check out again in the store, due to system issues. Only half of the marketers surveyed had designated pickup counters in their stores. Also, store personnel were unable to locate one out of every four orders and consequently had to pull merchandise from the store floor. And, although 63% of store clerks were able to quickly locate the products ordered online, these employees acted like cashiers, offering little help and assistance beyond finding the order, according to the report. Respondents said that store personnel were often distracted, multi-tasking, and conversing with co-workers or friends instead of focusing on shoppers' needs. The report stated that most online customers choose the in-store pickup option to avoid paying shipping and handling charges. Barnes & Noble, CDW, Circuit City, Crate & Barrel, Dell, J.C. Penney, Lands' End, Nordstrom, Office Depot, REI, Sears, Staples, and Wal-Mart marketers were included in the study.


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