E-commerce: Use Your Web Site to Improve the Customer Experience Across Channels

¥ If you have a brick-and-mortar store, consider allowing customers to buy online and pick up in the store. Shimojima revealed that 40 percent of Sears Direct’s sales are a result of this option, and can be as high as 80 percent in some product categories. This option couples the instant gratification of buying online with zero shipping cost for the customer, said Shimojima. Don’t forget to include an e-mail confirmation before the item is ready for pickup in the store, he added.