Brick-And-Mortar Retailers Face Key Test In Battle Versus Amazon

by MR Magazine Staff

It’s time for traditional retailers to prove that one of their biggest advantages over Amazon can, in fact, deliver. After last year stumbling through the first real test for in-store pickup, the retail service will come under even more pressure this holiday, as more Americans do their shopping online and opt to pick up their orders in store. Whether to save on delivery fees or get their items more quickly, some 39 percent of consumers plan to use retailers’ in-store pickup services this season, according to the International Council of Shopping Centers. That’s up from 32 percent last year. With this uptick comes added pressure for brick-and-mortar retailers, who are trying to grab their share of an expected 11 percent increase in online holiday revenue. That’s because the service disappointed roughly half the people who tried it last year, as subpar technology and untrained employees led to failed, canceled or incorrect orders. While industry experts agree that the learning curve will be less steep this holiday, they remain cautious about how well retailers will be able to handle the stress on their systems — particularly during peak days right before Christmas. Read more at CNBC.