How Retailers Use Pickup to Make You Spend More
Let’s say you found a lot of interesting things on the Internet. But this is for “in-store pickup only”, making you immediately afraid of having to leave the house. But that’s more than a slight inconvenience – it’s a retail gimmick.
The idea is simple. You go to the store to pick up your item, you see something else, you buy. Consumerist notes that Macy’s chief omnichannel director RB Harrison recently explained this to the Washington Post :
It infiltrates our stores. On average, we are seeing an increase in sales. So they buy $ 100 worth of stuff, and on average they leave with $ 120 to $ 125 worth of merchandise. So this is a very good deal for us and we are forcing them to get to know the Macy’s brand.
In addition, some retailers only allow you to return in-store items after purchasing them online. Again, moves in their stores mean an increase in consumer spending.
Of course, this does not mean that you should never buy anything if you pick up or return an item from a store. This is just another marketing trick to be aware of if you didn’t already know about it. For more details, check out the full post on Consumerist.
Here’s How Stores Make You Spend 20% More | Consumer