Retail chains that allow store pickup or returns of online orders receive high praise from consumers; a new Internet Retailer survey reveals 91% of respondents who have picked up an online order in a store rated the experience “excellent” or “good.”
The time and money store-based retailers spend to simplify online shopping and order pickup across multiple channels is working, as a healthy portion of consumers take advantage of retailers’ omnichannel capabilities and say that they’re pleased with the results.
In a March online survey of 200 consumers, Internet Retailer found that 40% of respondents have purchased an item online and picked it up in store. For those who have exercised that option in the past year, the majority were pleased: 58% described the experience as good and 33% as excellent. Many agreed they are likely to choose the option in the future.
Older respondents are the most inclined to use this service: 52% of those ages 55 to 64 have picked up an online order in a store. 50% of those in the 45-54 age range had done so, but only 43% of those 18 to 24.
Most likely to rate the experience excellent were those 45 to 54 years old, at 48%, while 88% of those 18-24 rated the experience good.
Consumers also are pleased with their experience in returning online orders in stores. 33% report using this option in the past year, with 92% rating the experience as good or excellent.
Full results of the Internet Retailer survey and other in-depth analysis on the latest trends in omnichannel retailing, are available in the newly published Omnichannel Winners of the Top 500.
by: Kat Fay | Sr. Data Analyst | InternetRetailer.com