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Does Buy Online, Pick Up in Store Really Work for the Retailer?

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Does Buy Online, Pick Up in Store Really Work for the Retailer?

The 2014 holiday season was good to online retailers. EMarketer reports a 16% growth over the previous year; encouraging news in an environment where customer confidence was uncertain.

[Tweet “In store pick up orders increased 40% on Black Friday and Cyber Monday 2014.”]

Buy Online, Pick Up in Store campaigns began to be heavily promoted most often starting on Black Friday, the post-Thanksgiving holiday shopping season kick-off event. As a result, in store pick up orders increased 40% on Black Friday and Cyber Monday. They peaked again shortly before Christmas, when many shoppers had missed the absolute last window to have their holiday packages shipped to them.

Were The Increased Sales Worth The Investment?

40 % sales spikes associated with Pick Up in Store orders sounds like a good thing, but many retailers experienced difficulty fulfilling those orders. Less than half of the retailers who offered In Store Pick Up rated their performance as having done “Very Well.”

If you are one of these store owners, or you’ve been considering adding a Pick Up In Store option to your e-commerce site, that number could make you nervous. However, when you weigh the fact that customers are becoming increasingly fond of and expect the ability to buy online and pick up in the store, devoting some time to make sure your fulfillment logistics are flawless now will help make the holiday season truly your time to shine.

Bear in mind that fulfillment is only one aspect of a successful Buy Online, Pick Up in Store campaign. Equally important is understanding how you’re going to market this service to your online customers. Prominent mentions on your website are essential – make sure you include this messaging on category landing pages as well as individual item listing pages. Mention the Buy Online, Pick Up in Store option via your social media sites as well.

For Buy Online, Pick Up in Store to work for your store, you need a strategic plan that includes fulfillment, marketing, and customer service. Need help making it happen? Give us a call. We’re here to help!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

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Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

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Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

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