Purolator study finds Canadians opt to have online purchases sent to stores for pickup and want integrated online and in-store shopping experiences

Ship-to-store offers retailers the opportunity to enhance the customer experience while driving down overall supply chain costs

TORONTO, Dec. 9, 2014 /CNW/ - While a growing number of Canadians are shopping online this holiday season, most don't appear ready to give up their in-store experience, even for products purchased online.

According to a new study commissioned by Purolator and conducted by Forrester, when going online to purchase an item that is unavailable at a local store, 73 per cent of Canadian consumers said it is important for retailers to offer the option of having the item shipped to the store for pickup instead of home delivery. In the past six months, nearly a quarter (23 per cent) of customers who made online purchases have opted for in-store pickup. The study also found retailers risk losing up to 17 per cent of customers to competitors if they do not offer the convenience of a ship-to-store option.

"Canadians want the best of both worlds when it comes to online and in-store shopping," said Ramsey Mansour, Vice President, Marketing, Purolator. "A growing number of online shoppers enjoy the convenience of researching products, comparing prices and purchasing products online, but prefer the traditional physical shopping experience that only in-store pickup provides. Some retailers have begun to cater to these omnichannel shoppers by providing a smooth, seamless and convenient shopping experience across all their channels – in-store, online and via mobile."

According to the study, Canadian retailers have an opportunity to capitalize on additional selling opportunities created by the increased foot traffic of those coming to the store to pick up their orders.  Of those surveyed, 63 per cent would be influenced to purchase other items in the store while picking up an online purchase if they were offered a special deal or in-store discount.

Along with in-store pickup of online purchases, offering in-store returns for items purchased online is another way for retailers to generate more store traffic. If the return shipping costs of online purchases are not covered, 60 per cent of consumers would prefer the convenience of returning the item to the nearest store. Even if return shipping is free, 30 per cent of customers would rather be able to return the item to the store.

"In addition to promoting sales, ship-to-store can help retailers drive down overall supply chain costs," added Mansour. "With ship-to-store programs, customer orders can be packaged with restocking or other bulk shipments, making ship-to-store a versatile tool for retailers."

About Purolator
Purolator Inc. is Canada's leading integrated freight, parcel and logistics solutions provider. Celebrating over 50 years of delivering its customers' promises, Purolator continues to expand its reach and renowned service levels and reliability to more people, more businesses and more places across the country and around the world. Purolator is proud of its Canadian heritage and is focused on sustainably positioning itself for future growth and success. Purolator is also committed to contributing to the well-being of the communities it serves and where its more than 12,000 teammates live, work and play.

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SOURCE: Purolator Inc.