Offering in-store and curbside pickup options can encourage customers to spend more in brick-and-mortar stores.
About one-quarter of eCommerce shoppers in the U.S. picked up their last online purchase in store or via curbside, according to “The 2022 Global Digital Shopping Playbook: U.S. Edition,” a PYMNTS and Cybersource collaboration based on a survey of 13,114 consumers and 3,100 merchants in six countries.
Get the report: The 2022 Global Digital Shopping Playbook: U.S. Edition
In fact, 12% of consumers received their most recent online order by walking inside a brick-and-mortar store to obtain it from an employee or an in-store kiosk, and another 11% picked their order up curbside.
When they pick up those purchases in-store, these consumers often wind up purchasing additional products.
Among the roughly 9 million U.S. consumers who acquired their most recent online orders on-site, 47% say they wind up buying more products on their trip to pick eCommerce purchases up in-store or via curbside. Another 17% say they purchase additional items when picking up their orders in-store some of the time.
This indicates that as many as 5.5 million U.S. consumers sometimes, often or always buy extra items when they pick up online orders in brick-and-mortar stores.
This synergy between eCommerce and brick-and-mortar shopping underscores the importance of taking a cross-channel approach to retail. Offering in-store pickup options could help merchants convert 9 million eCommerce shoppers into brick-and-mortar buyers.
As the lines that once separated digital and brick-and-mortar shopping continue to blur, consumers are seeking not only to enhance siloed in-store or online checkout and payments processes but also do the same to their overall retail experiences.
Merchants that find new, innovative ways to leverage the full variety of their digital capabilities to enable these enhanced experiences can gain and maintain a competitive edge.