Ship-To-Store Delivers 'The Goods'

Three decades after online ordering became a reality, the majority of customers still chose to complete their transactions with multichannel retailers through the physical store. But eCommerce plays a significant role in engagement between retailers and consumers, influencing a large number of consumers before they make a purchase in the retail store. Ship-to-store programs — which allow customers to order products online that are then shipped to a physical store for pickup — align with this customer behavior, allowing consumers to engage, explore, and be assured that everything they require is available when they enter the store: They are no longer limited by items the retailer has in stock or ones that are determined worthy of shelf space. Beyond this, retailers have confirmed that ship-to-store programs have yielded significant revenue and cost-saving benefits for their businesses while providing unexpected value for their customers. This report looks at the business case for ship-to-store programs, why this path to purchase is becoming a desirable method of engaging in eBusiness, and the hurdles retailers face in launching successful programs.