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Omnichannel Mastery: Optimize In-Store Pickup

January 28, 2016

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This is the Continuous Improvement report in The Omnichannel Commerce Playbook For 2017.

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Why Read This Brief

Omnichannel fulfillment capabilities — that is, the ability to offer the customer cross-channel visibility and ordering options — have become the standard for leading traditional retailers. Most started the journey by offering customers the ability to order online for in-store pickup, but many retailers now offer ship-to-store, endless aisle, and even reserve online/pickup in store — all of which could utilize in-store pickup. We reached out to both retailers and consumers to understand what is driving customers to use in-store pickup, what retailers are doing to optimize this service, and to identify best practices around this cross-channel experience. This report examines these elements, how retailers are overcoming challenges that still exist in executing in-store pickup, and steps by which to conduct and track continuous improvement for in-store pickup service over time.

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Table of Contents

  • In-Store Pickup Is Now Commonly Used For Online Customer Orders
  • Recommendations

  • Optimizing In-Store Pickup Requires Strategic Adjustments
  • Supplemental Material

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