Omnichannel shopper activity flourishes

Online shoppers have also readily adopted in-store pickup, curbside and its associated conveniences. Half of the survey respondents have completed an in-store pickup while 35% have taken advantage of curbside or drive-up options. 11% have ordered online to a pickup location other than the store of purchase as retailers give shoppers more choices.

In-store activity includes being able to find and place orders across the enterprise. When shopping in-store, 23% have checked for inventory at another location and 11% have placed an order for delivery when inventory was not available. Additional purchase behavior is a revenue driver, with 26% spending more money during store pickups and 17% doing so when completing a return.

Shopper interest in getting products faster results in their taking advantage of same-day options from both web-only (38%) and store-based retailers (31%).

32% of shoppers welcome loyalty programs across all channels where omnichannel benefits are seen as desirable.

Return behavior means choices in both methods and locations. 24% of survey participants returned their Amazon orders to another retailer like Kohl’s, while 19% used a nearby Amazon return center. Just 4% completed a curbside return, though with Target announcing this service, numbers could quickly grow.

In-store and curbside pickup activity

On a side note: 11% used financing to make store pickup purchases. Meanwhile, 9% completed an in-store pickup after viewing an ad while streaming.