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Abstract The emergence of the Internet as a retail channel has made it cost-efficient for store-based retailers to offer 'order online pick up at store' (OOPS) service via their websites. This paper examines: (a) the role of purchase-occasion-specific goals and constraints on consumer decision to use OOPS relative to store and online delivery; (b) its impact on purchase deferral, purchase size, and repurchase intention. Proposed differences between OOPS and online/store-only users are examined through a quasi-experiment at a commercial multichannel retailer that offers OOPS at a limited number of stores. Multiple sources of data are used: (1) a web-based survey at the retailer website, (2) a paper-based survey at retailer's stores, and (3) purchase transaction data from consumers. Empirical analysis shows that purchase constraints like price-consciousness and time pressure are positively associated with OOPS usage but purchase goal of minimization of effort shows mixed results. Purchase size and repurchase intentions are higher for a retailer offering OOPS, which suggests that offering an OOPS service acts as a competitive differentiator enhancing a retailer's ability to respond to customers' service needs at each purchase occasion. Keywords: channel switchingcross-channel retailermultichannel retailerorder online pick up in-store Notes 1. Names, loyalty card numbers, credit card information and other identification information were blackened out to meet stipulations set by the Human Subjects Institutional Review Board.
Patrali Chatterjee (Tue,) studied this question.