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Is In-Store Pickup a Convenience or a Hassle?

Many brick-and-mortar retailers are offering in-store pickup to customers who make purchases online.

The option sounds convenient, but might not actually be a time saver to consumers.

A recent study by retail-intelligence firm StellaService found that “in-store pickup saved shoppers just 96 seconds on average compared with searching for items on their own. In a few cases, in-store pickup took longer.”

Retailers such as Nordstrom say their main reason to offer in-store pickup for items sold online is to ensure the product will be there when customers visit the store, according to an article by Reuters.

On average, shoppers spent five minutes, 24 seconds,  in a store when trying to pick up online orders. Those who did not use the feature spent about seven minutes in the store, according to the StellaService study.

To read the full Reuters article, click here.


About Renee Changnon

Renee Changnon is the retail outreach coordinator for NRHA. She meets with retailers in their stores and at industry events and introduces them to the services NRHA provides. Renee previously worked as a member of the NRHA communications team. She earned a degree in visual journalism from Illinois State University, where she served as the features editor for the school newspaper. After college, she implemented marketing and promotions initiatives at Jimmy John’s franchise locations across the country. She enjoys exploring books with her book club, Netflix marathons and hosting goat yoga at her apartment complex. Renee Changnon 317-275-9442 rchangnon@nrha.org

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