With gas as expensive as it is these days, shopping online has never looked better. I can stay in the comfort of my own home, select items I’m interested in, and pay a little bit extra (less than a gallon of gas, oftentimes) to have that item shipped to my home. This is especially attractive with websites that offer an affordable flat shipping rate, like Overstock.com and its $2.95 shipping.
So why on earth would some retailers look to “enhance” their online shopping experience by letting customers make selections via the website but then giving them the option of picking the item up at the store?
I noticed this option recently when perusing Wal-Mart’s website for some exercise equipment. I didn’t want to schlep to the mall or a sporting goods store to get what I was interested in. I figured I could find what I was looking for on the web, and not waste any gas in the process. Sure enough, I found the goods on Walmart.com but they were only available through Wal-Mart’s Site to Store program, which is exactly what I’d described above: you make your purchase online and then have to go to the store to get it. Granted, you get free shipping if you choose this, but, again, why would I want to drive when I could stay home? Nordstrom is also debuting a similar program this fall, as this Internet Retailer publication explains.
I don’t know. Maybe the retailers should get a clue when it comes to people and their cars. Haven’t they seen the recent data that shows, for the first time since 1979, Americans are driving less? And this was behavior observed in March, when the average price for a gallon of gas was $3.29. How do retailers think Americans are going to adapt when gas costs more than $4 a gallon nationwide? If they are anything like me, they will be driving a lot less, including to the stores. Instead, I’ll be doing most of my shopping online and letting UPS bring me my goods instead.
READ LEAH ON HOME GOES STRONG
I think the point of ordering online, but picking up in the store is to get products they might not have available in your local store. I do this all the time with Walmart. I personally ordered several Christmas gifts at Walmart online at prices that I couldn’t find that low anywhere else, then I picked them up on my regular weekly Walmart trip. I’ve also ordered things at JC Penney’s or Walmart online that didn’t come in my size in the store, it was cheaper to pick them up than have them shipped, even with the gas prices. I guess it would depend on how far away you live from the store which way is cheaper.
I think the key is motivation. Stores are trying anything they can think of to get people to spend. Conveniences in any form build revenue and (retailers hope) loyalty.
I think they made that system to compensate their traditional stores but its very inconvenient, it would be better if they give an option on shipping it or picking it up on the store.
Rhiana:
I can remember doing this years ago with JC Penney, when JC Penney was a big catalog business. But it’s exactly what you said about how far you live away–I would have to drive 35 minutes to get to the nearest Wal-Mart and that’s just not worth it to me.