Summary
Increasingly, customers of multichannel retailers are expecting in-store pickup of online orders. These retailers have an opportunity to drive sales, increase customer satisfaction, and mitigate competition from online-only retailers that are relentlessly optimizing their fulfillment operations. Retailers should look to test ship-to-store and in-store pickup as key tactics in the near term. By using services and technology providers to overcome traditional barriers in implementing these programs, retailers can build momentum and metrics around the business case for more complex multichannel programs in the future.
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