An Internet Retailer-exclusive survey of 515 shoppers conducted by market research firm Toluna shows many consumers have warmed to in-store pickup of online orders, with 49.9% of respondents reporting that they’ve used the service at least once.
However, only 9.7% say they have utilized curbside pickup of an online order. Nordstrom, which has offered curbside pickup for years, will offer 24-hour curbside pickup Dec. 16-24 at select stores in major markets.
Target, meanwhile, is testing a curbside pickup option of its own at 50 store locations in the Twin Cities, a year after discontinuing the option. Called Drive Up, shoppers select the option once they complete a purchase through the mobile app. Target will notify the shopper when the order is ready via email or via a notification in the app. The shopper then lets Target know through the app when she is on her way and when she has arrived at the store. A Target employee then brings her order and loads it into her vehicle.
Initiatives like those of Target and Nordstrom that bring consumers to stores do pay off in added sales, the Internet Retailer/Toluna survey shows. 60.2% of shoppers surveyed say they’re either very or moderately likely to buy something else when they go to a store to collect a web order.
Shoppers that have utilized online pickup of in-store orders mostly were happy with the process, with 54.7% rating the experience “excellent” and 35.8% “good.”
Heading into the holidays, Internet Retailer and Toluna data shows that 64.1% of all shoppers surveyed are very likely to pick up an online order in store. Why do they choose this option? The No. 1 reason is because they need the item quickly; 37.7% of survey respondents selected that as their answer, while 29.1% say they prefer store pickup to save shipping costs.
Walmart has begun offering discounts for consumers picking up online orders in stores, and 22.7% of those surveyed said such discounts would lead them to choose the store pickup option.
Asked about which products they would most likely buy online and pick up in store, consumer electronics topped the list. Here are the kinds of products that shoppers, who were allowed to select more than one option, say they would be most likely to pick up in a store location:
- Electronics: 56.5%
- Apparel: 43.9%
- Groceries: 33.0%
- Toys: 32.4%
Here are the products they are least likely to order online and pick up in store:
- Beauty: 21.8%
- Automotive: 22.3%
- Office supplies: 23.7%
- Jewelry: 27.2%
- Sporting goods: 27.2
- Home improvement: 27.2%