I used to work in the web group at a large US department store. This "order
online, pick-up in-store" topic was a very heated discussion for the last
couple of years. They tried offering the service for a few years and it was
determined to not be cost effective, so they stopped. ("Cost effective"
being measured by a whole mess of things, including perceived customer
perception gains, etc, etc).
I have since left the company, but believe that they are ramping up to try
offering the service again.
Also the WSJ ran an article a few months ago on this topic. It mentions the
services offered by Wal-Mart, Best Buy, Lowes and so on.
*Web Shoppers Find In-Store Pickup Isn't Always Instant Gratification*
*April 24th, 2007*
http://tinyurl.com/yohysq
There are so many aspects to this:
Is it purchase online and pick-up in store or reserve online and pick-up in
store? When does the customer pay?
Does the individual store keep the returned online merchandise items? Or
send items back where the purchase originated? Does the physical store hand
out a mail-in return label with items purchased in store?
Does the online store/warehouse keep merch mailed in for return from a
physical store, or send it back to the store.
Does the designated pick-up store cannibalize their own inventory to fulfill
the online order? Or do online orders come from a central location and are
shipped to the pick-up location and held for the customer. How does this
effect purchasing budgets?
Does the customer pick up the item in the same/similar dept area of the
store where the item would be found (Buy a coat online, pick up the coat in
the Coat Dept) or will all the "buy online pick-up in-store" items be held
at a customer service desk?
I could go on and on.... :)
It's pretty fascinating logistically.
Casey
On 10/4/07, Dante Murphy <[EMAIL PROTECTED]> wrote:
>
> Kinjal-
>
> I don't have any research at thand, but worked for the e-commerce provider
> for several of the sites you mentioned so I've seen the transition first
> hand. The service is becoming a commodity for providers, so it will
> definitely proliferate, and like you said, the advantages are obvious.
>
> Dante
>
> ________________________________
>
> From: [EMAIL PROTECTED] on behalf of Kinjal
> Sent: Thu 10/4/2007 1:39 PM
> To: [EMAIL PROTECTED]
> Subject: [IxDA Discuss] Site to Store - Ship to store
>
>
>
> I was wondering if there is any research -article etc... on Ship to Store
> or site to store option provided my many compmanies these days. Since more
> and more brick & mortar companies have started to include site to store or
> shop online and receive from store option(like linen n things, circuitcity,
> radio shack and walmart.com recently started), they are going to gain a
> lot by this new shopping experience. Since:
> It saves buyer the time and they can select item, get online deal and not
> pay for shipping
> Buyer can also check the product in store.
> There is a chance of returning the product right away if needed.
> And to companies once buyer comes to store they might buy couple of more
> items.
> Are we going to see more and more companies adding such feature to their
> sites??? Is it really helpful to the company and the buyer??
>
> Regards
> Kinjal
>
>
>
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