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Retailers embrace pay by phone, in-store pickup

Homeland and Pita Pit are examples of retailers that are using smartphone applications to speed up the customer experience.
by Jennifer Palmer Modified: October 3, 2013 at 2:00 pm •  Published: October 2, 2013

Shopping trend

Successful retailers will take notice of the trend. A recent report showed 55 percent of all retail-related Internet time originated on smartphones and tablet devices, outpacing desktops at 45 percent.

“Since U.S. consumers now spend more than half of their time on retailers' websites using their smartphones and tablets, mobile can't be viewed simply as an ancillary device or action. It now epitomizes how consumers think and act when they interact with retailers,” said Vicki Cantrell, executive director of, a division of the National Retail Federation. on Tuesday released results of the study, which was conducted by comScore and The Partnering Group.

Nearly 60 percent of smartphone users visited a company's site or app while in the store, the survey found.

The top reason was to check price differences; others uses were to search for an online discount, take a picture of a product, locate a store and look up product availability.

Mobile commerce represents a small but growing percentage of e-commerce and as Pita Pit and Homeland demonstrate, is blurring the line between online and brick-and-mortar shopping.

“Retailers must adapt to this new landscape if they are to succeed,” said Lynee Alves, director of retail solutions at comScore.

by Jennifer Palmer
Investigative Reporter
Jennifer Palmer joined The Oklahoman staff in 2008 and, after five years on the business desk, is now digging deeper through investigative work. She's been recognized with awards in public service reporting and personal column writing. Prior to...
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At a glance

Customers shop online, pick up items at store

Apple: Often, items can be picked up the same day. And a free personal setup service gets customers up and running before they leave.

Best Buy: Order and, in some cases, pick up in as little as 45 minutes.

CVS: Order photos and greeting cards to pick up the same day. Guests can also refill pharmacy orders online and pick up in store.

Gap and Banana Republic: Some locations offer the option to reserve online but pay at the store, so shoppers can try items on before committing.

Home Depot: Free assembly on some grills when shoppers choose to buy online, pick up in store.

J.C. Penney: The retailer charges $2.95 for in-store pickup on orders under $24.99; others are free.

Nordstrom: Shoppers can customize how they want to receive items within an order, including pick up in store, ship to home or mail to someone else.

Sears: Offers curbside pickup for many items and guarantees orders will be ready within five minutes or customers get $5 to spend on a future purchase.

Target: In-store pickup is being tested in Minneapolis and is expected to be available everywhere by the holidays.

Walmart: Has long offered in-store pickup. Now, customers can also choose a FedEx office as a pickup spot if it's more convenient.



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