Survey: Small discounts lead to in-store pickups

TORONTO — Today’s consumers increasingly shop online with home delivery, eliminating a valuable trip to the store where they can be enticed to make additional purchases. However, a LoyaltyOne survey of 1,000 American consumers indicates a discount on the online purchase for picking up in store (as has been experimented with by Target and Best Buy) will encourage a majority of customers to select that option.

 

Almost three-quarters of U.S. shoppers (73%) said a discount on their online purchase would make them more likely to pick up that product at the closest retail store. The research showed that the majority (68%) of survey respondents would visit the store to pick up their online purchase for a discount ranging from 1-15%.

 

In addition, respondents revealed a strong desire to avoid shipping costs. Sixty-nine percent of customers said that avoiding shipping fees alone would entice them inside a retailer’s doors to pick up their online purchase.