Buzz
Imagine finding an incredible offer online, but it's for "in-store pickup only," instantly making you hesitant to leave the comfort of home. However, this goes beyond a mere inconvenience—it's a deliberate retail strategy.
The concept is straightforward. You head to the store to collect your purchase, and along the way, you spot something else and end up buying it. As Consumerist highlights, Macy's chief omnichannel officer R.B. Harrison recently explained this to the Washington Post:
It drives traffic to our stores. On average, we see an increase in sales. Customers who come in to pick up a $100 item often leave with $120 to $125 worth of goods. It’s a very beneficial transaction for us, and it gives them the chance to experience the Macy’s brand.
Additionally, some retailers require in-store returns for items purchased online. Once again, bringing customers into the store results in more spending.
Of course, this doesn’t mean you should completely avoid making purchases when picking up or returning an item in-store. It’s just another marketing tactic to be mindful of, if you weren't already aware. For further details, check out the full post over at Consumerist.
Photo by colorblindPICASO.
