While you might think that multi-channel retailers are moving to capitalize on this trend, the third annual Buy Online/Pick-up In-Store Study indicates that progress is not happening too fast. For example, the process of picking up items ordered online is often more tedious than it should be. Also, fewer retailers are taking advantage of the upsell opportunities that in-store circulars offer and fewer retailers are using web-enabled kiosks.
I find this news to be interesting but these glitches are not going to negate the increasing popularity of multi-channel marketing. We are still in the infancy of the concept, and there is a lot to figure out. In the meantime, online-only retailers have a bit of a reprieve and a little more time to plan on how they will be relevant in the coming retail environment.