According to Target CEO Brian Cornell, this also leads to more shoppers leaving their shopping to later in December, which led to stronger retail sales overall due to the increase in physical brick and mortar shopping as opposed to shopping that was otherwise done exclusively online. In total, Target saw an increase of more than 5 times in the number of items bought for in-store pick up during the 2019 holiday season than they did in 2018.
According to data put together by Salesforce, when a store’s online site offers in-store pickup as an option, shoppers will start to become more active. In total, retailers who are offering in-store pickup can expect to attract an increase in customers of as much as 48 percent against those that don’t in the final 5 days running up to Christmas.
Overall, a company such as Walmart, for example, will be losing out on money for each digital order. If they are able to convince a customer to make their own way to an actual physical store to collect the item themselves, however, it can start to save Walmart some money. And it all soon adds up.
One of the first companies to adopt the concept of in-store pickups was Nordstrom. Nordstrom’s co-president Erik Nordstrom found that by allowing customers to pay online with their credit or debit card and collect in-store, they could greater engage with their customer base. Recently, Nordstrom has increased its openings of local smaller stores which, while not actually selling any products, allow customers to collect their digital orders.
Major big-box retailers like Target, Walmart and Best Buy are all now offering customers the option to pay online with their credit or debit card and pick up in-store at their convenience. Ultimately, for large name retailers such as these, offering their customers the option to make their purchases online and pick their items up in-store opens up the ability to leverage already existing store infrastructure, teams and tech against any losses made through their digital sales.
In total, holiday sales this year saw a rise of 14.6 percent over the 2018 holiday season, which, according to the NRO (National Retail Federation), way above what was expected and predicted.
Frequently Asked Questions
What is store pickup and how does it work for last-minute holiday shoppers?
Store pickup is a convenient option that allows last-minute holiday shoppers to reserve items online and collect them at a nearby store. Simply select the items you want, choose the store pickup option during checkout, and wait for an email or notification confirming that your order is ready for pickup. Head to the designated pickup area in the store, present your identification and order details and collect your items hassle-free.
Can I use store pickup for all items available online?
Store pickup availability varies depending on the retailer and the item you wish to purchase. While most retailers offer store pickup for a wide range of products, certain items may be excluded due to size, weight, or other restrictions. It's best to check the product page or contact the retailer's customer service to confirm if store pickup is available for your desired items.
What is the estimated time for my order to be prepared for pickup?
The duration required for your order to be prepared for pickup can fluctuate, contingent upon the retailer and their operational efficiency. Typically, retailers aim to have orders ready within a few hours or by the following business day. However, during busy holiday periods, the timeframe may be slightly extended. Once your order is prepared, you will receive a confirmation email or notification containing the estimated time for pickup.
Are there any additional fees associated with store pickup?
In most cases, store pickup is a complimentary service offered by retailers. However, it's important to note that some retailers may charge a small fee for certain items or if expedited pickup options are available. These details are typically provided during the checkout process, so you can review any potential fees before finalizing your purchase. Keep in mind that any applicable sales taxes or other standard fees may still apply to your order.
What do I need to bring when picking up my order?
When picking up your order, it's essential to bring a valid form of identification, such as a driver's license or government-issued ID, that matches the name on the order. Additionally, it's a good idea to have a copy of your confirmation email or order details readily accessible, either printed or on your mobile device. This helps ensure a smooth and efficient pickup process, allowing store staff to quickly locate and verify your order.
Can someone else pick up my order on my behalf?
Yes, many retailers allow someone else to pick up your order as long as they have the necessary information and identification. If you wish to authorize someone else to collect your items, provide them with a copy of your confirmation email or order details, along with a signed letter or note stating your permission. The authorized person should bring their identification as well as a valid form of identification for you, matching the name on the order.
