Forrester Says Retailers Have Hurdles with In-Store Pickup Services

It's clear that shoppers want convenience and pick up of online purchases at physical stores meets demand. However, will it profit retailers? Internet Retailer recently reported about this challenge, highlighting Forrester Research analyst Brendan Witcher's "Nailing In-Store Pickup". Over 53% of the more than 3,000 online U.S. adults surveyed stated they expect notification in two hours or less that orders are ready for pickup and those expectations are likely set by some retailers’ aggressive promises. An example mentioned is how Best Buy Canada guarantees orders placed online will be ready for in-store pickup within 20 minutes.

This means retailers have to be very efficient operationally. This will directly reflect all repeat customer ratios as well. To be as efficient as demanded, in-store pickup requires merchants to have up-to-the-moment inventory data, sufficient store staff and a designated pick up areas, which must have oversight. Witcher stated retailers should not offer all products stocked in their stores for pickup because some are too taxing on the store to manage in a timely fashion, like bulk appliances. They also are in high demand and affects actual guaranteed inventory. Witcher also says whether a product is available should be called out on product description or product listing pages.

These are all customer expectations that they stated will rise in the future, which are valid. Another aspect of the survey polled 70% mentioned they mostly use online pick-up to avoid shipping costs. Other reasons in the survey included convenience, to ensure the product is available and reserved for the shopper, to get the product the same day and to avoid taking the time to find a product in the store. Interesting enough, retailers are offering online customers the ability to get their items the same day via numerous same-day delivery programs through a nationwide courier or other partner.

Online retail is on pace for nearly an estimated $500 billion in growth by 2018, which is over $200 billion more than sales last year. Web-based and brick-and-mortar retailers are on track innovating faster shipping options for shoppers. A number of big names have also implemented same-day delivery options for shoppers to meet convenience demands that attract consumers. Macy's is a department store example, aggressively launching the service in 8 major US cities, including Los Angeles, San Jose, Houston, San Francisco, Seattle, Washington DC, New Jersey, and Chicago. Sister company Bloomingdale's launched the same-day delivery in some cities also.

Low prices for same-day delivery is a key component and many retailers have roughly the same model. Some use a same-day courier like A-1 Express to handle performing deliveries. The Chicago courier can partner nationwide also. Macy's charges a flat rate of $5 for orders over $99, and shoppers with smaller orders pay standard shipping rates plus $5. Amazon Prime Now is only $5 for bike messenger service in New York. Amazon offer Prime members in other same-day cities for $5.99. Non-Prime members pay $9.99 for the first item and $.99 cents for each additional item. Google Express charges $4.99 per order or customers can pay $10 per month and $95 annually.

Reference: 1.6.15, Internet Retailer, Allison Enright, While shoppers like in-store pickup, it is tough for retailers to do well