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Holiday shoppers to 'buy online, pick up in-store'

August 20, 2007

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Washington, D.C.—An increasing number of well-known retailers are giving shoppers the ability to buy merchandise online and then pick up the items in-store, says Shop.org, a division of the National Retail Federation (NRF).

"By purchasing items online and picking them up in a retail store, holiday procrastinators are able to partner convenience with instant gratification," Shop.org Executive Director Scott Silverman said in a statement. "Up until Christmas Eve, shoppers will be browsing and buying from the comfort of their home before getting in their car to pick up the perfect gift. The only potential glitch is that they will still have to find parking."

According to the 2006 State of Retailing Online, an annual Shop.org study conducted by Forrester Research, online retailers with a "buy online, pick up in-store" feature say that on average 31 percent of orders placed on their Web sites are picked up in the store. In addition, more than 27 percent of those shoppers make additional in-store purchases, which boosts overall sales.

Cybermonday.com, a Web site launched during the 2006 holiday season by Shop.org and powered by Mall Networks, posted a list of such retailers last year and plans to do the same this holiday season.

In addition to providing the list, Cybermonday.com will also feature a gift card section, where retailers will offer links for quick purchases of gift cards and e-certificates.
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