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Click and collect has risen to prominence in the UK. Is the same service as popular in the US?
According to research from UPS, it’s getting more popular—at least a little bit. In 2014, 35% of US digital buyers said they used ship-to-store services. That went up by 3 percentage points in this year’s survey.
Buy online, pick up in-store may be taking off among US retailers, but merchants should remember that not all such “purchases” will be as trackable as others. For example, more than one in five respondents to the UPS survey also said they had abandoned a digital shopping cart on deciding to pick the items up in store—meaning they didn’t complete the purchase online, and that the retailer might have no way to associate the abandoned cart with the brick-and-mortar purchase.
According to King Retail Solutions (KRS), US internet users are most likely to buy online and pick up in-store when it comes to electronics (80%), followed by housewares (59%) and apparel (57%). KRS’s Q4 2014 survey found that urban, rural and suburban environment had no real effect on likelihood of using a ship-to-store service, while age and gender played category-specific roles. For example, men were more likely than women to say they would purchase electronics online but pick them up in a store, while women were more likely than men to say the same about apparel purchases.
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