“Buy online, pickup-in-store spending increased 47% from November 1 to December 19 compared to a year ago, according to data from Adobe Analytics. Adobe said it was the biggest holiday on record for online pickups.”

Source: CNN

 

OUR TAKE

Otherwise known as “click and collect,” more and more people are opting to pick up their online purchases at physical stores. To accommodate these shoppers, many retailers are redesigning store layouts and transforming brick-and-mortar locations into e-commerce pickup hubs. As marketers, it’s important to think about how to effectively communicate these changes to consumers. Creating a “click and collect” pop-up store or hosting an influencer event are ways to not only garner attention, but also give your brand an opportunity to address how it’s catering to this burgeoning trend.