Site-to-Store: How to Be A Great Pick-Up Artist
Many online retailers today offer some type of site-to-store option, such as in-store pickup from store inventory, ship-to-store or a combination of the two. As a result, now is a great time to look at what site functionality and enhancements retailers should consider leveraging when it comes to site-to-store options. What strategy changes would better engage consumers, and why should you spend scarce dollars on these options?
If The Compete Online Shopper Intelligence report published in the fourth quarter of 2009 is any indication, investments in site-to-store to date have yielded good adoption rates and results. We learned the following, which served as the basis for the report:
- 92 percent of online shoppers are aware of site-to-store features;
- more than half of online shoppers said they used the feature at least "occasionally";
- 44 percent said they'd purchase more online with in-store pickup as an option; and
- 80 percent rated their experience with site-to-store as "good/excellent."
There's still room for improvement — only one quarter of online shoppers use site-to-store "often" –— but retailers already doing site-to-store are succeeding. A key reason is because their customers are letting them know what's important when it comes to this option, and retailers are listening.
First and foremost, they want to save money. As the chart to the right shows, 75 percent of folks who chose site-to-store options did so because it was cheaper than paying shipping costs. The next most popular reason? Instant gratification. Forty percent of respondents to our survey said they used the option because they "wanted the product immediately."
Simply put, site-to-store is a win-win for customers. It saves them money and provides the "now" factor — both of which increase customer satisfaction. Retailers also get the opportunity to make customers happy, convert incremental customers and increase basket size. In the Compete report, for example, 23 percent of customers who used a retailer's site-to-store option said they purchased more items while in the store.