Cover Story: Getting Organized

The program is creating more valuable multichannel customers for the retailer.

"The GoShop! Click & Pickup program is driving frequency of visits from our in-store customers to our website, which is a critical component for our growth," Davis says.

They're also spending more. The Container Store first tested the program in the Dallas/Fort Worth area and found that customers who ordered online for store pickup spent twice as much as those who placed web orders for home delivery, and three times more than customers in stores.