Shoppers are demanding more convenient ways to shop and receive their orders, and more retailers are listening. In Target’s recent earnings call, CEO Brian Cornell listed one of the key priorities as “providing guests with easy access to items from our entire digital assortment through in-store pick-up.” Last spring, Meijer grocery chain piloted their own in-store pickup, with plans to expand into additional locations.
As more shoppers prefer to purchase items online and pick them up in-store, the demand for omnichannel fulfillment has been steadily increasing. According to a recent study by Accenture, 32% of U.S. consumers surveyed said the biggest improvement retailers could make was to integrate all three sales channels — the physical store, online and mobile apps. It’s important in today’s digital age that retailers consider the option of integrated purchasing channels in order to remain competitive or risk falling behind.