May 14, 2004

Who Uses The Buy Online, In-Store Pickup Feature?

by Carrie Johnson

with Charles P. Wilson, Sharyn Leaver

Executive Summary (This is a document excerpt)

Advanced multichannel retailers like Best Buy and Circuit City offer an option for consumers to purchase goods on their Web site and then pick up products in physical stores. Due to the limited number of retailers offering the feature, just 11% of consumers currently use it. Of consumers using the feature, 61% say they do so to avoid shipping charges. However, these consumers aren't Luddites: 73% are technology optimists, and they spend 44% more online than the average consumer.

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