The death of the shopping center has long been lamented but a Colliers International report…
At first glance, it can be hard to see how customers buying items online for in-store pickup can truly benefit a retailer. However, ISCS reports that retailers who offer this service have experienced a decrease in costs and an increase in sales. The phenomenon is called the halo effect of retail commercial real estate, and repeats itself across the country, not just in Denver.
Increased Trust and Security for Consumers
The presence of a brick-and-mortar retail store can provide online shoppers with a real feeling of security in their choice to buy online. Shoppers are already familiar with the retail store so they know the quality of their selections. And if by chance they are not satisfied, they can easily turn to the brick-and-mortar store for assistance or returns.
Denver Consumer Convenience
Shopping online with in-store pickup also offers consumers convenience that may be rewarded by continued loyalty. When prospective customers are pressed for time and shop online, the ability to come to the store and pick up their purchases that same day — sometimes within an hour — can be the factor that sways them into buying from a particular retailer.
In addition, some retailers will benefit because the customer’s visit to the store will result in additional sales through impulse purchases or planned purchases that could be made elsewhere but won’t because those items are available from the retailer they’re making an online purchase from. Creating that positive customer experience is invaluable; not only might the customer think of that retailer first next time, chances are good that she’ll talk up what a good experience it was with friends and acquaintances.
Easy In-Store Pickup
Customers who shop online and pick-up in-store expect that it will be quick and efficient to run in to the commercial retail space and collect their purchases. For that reason, it’s vital to work with a civil engineering firm on the site design and development necessary to include that function in the overall structure. No retailer wants to erode the goodwill that accompanies a happy customer being able to get exactly what they want the same day by failing at the last mile, in-store pickup.
Offering in-store pickup for online purchases can boost sales. When customers shop with a retailer they trust, who offers them a convenient service that enables additional purchases with ease, they may be more likely to spend money there. Customers see this service as an added value and a growing number of retailers see this service as a tool to increase the bottom line.