“线上下单，店内取货”看起来很美

近期，中美两国都迎来了网络购物的大热潮。马云在双十一大玩“美国总统”悬念；而正值美国网购热季，真正的美国奥巴马总统则在APEC会议上向马云“请教”创业精神等问题。

在各家电商推出的服务中，“线上下单，店内取货”的模式，一度被视为是一条可取之道。包括家得宝、沃尔玛在内的不少零售巨头都实施了这一战略。他们希望借助这一措施，既能吸引更多网购用户，又有助于降低送货成本，从而提高总体利润。数据显示，在线上线下都有运营的美国商家中，已有61%的企业提供了这种服务。

然而，根据JDA软件集团的最新调查，这种战略的效果并没有零售企业和消费者希望的那么理想。

此次调查选取了美国1000名网购用户作为对象，结果发现，有35%的用户曾选择过“线上购买，店内取货”的购物模式。而在这些人中，竟有一半都在取货时遭遇到了各种问题。

JDA软件集团零售业务高级副总裁韦恩·乌西表示，这么高的失败率实在高得惊人。这当中的原因在于，这些零售门店与仓库不同。在专业化的仓库里，卖家很容易就能寻找到各类货物，但在零售店里，销售人员除了要给网购的货物打包，还要为随时在店里购物的顾客服务——这一项日常工作就已经让他们忙得焦头烂额了。

“线上下单，店内取货”这项服务的初衷是，要通过节省额外的人力和送货成本，来改善企业的盈亏状况，但它最终的结果却可能是疏远了顾客。JDA软件集团的另一项调查发现，半数受访者一旦在线下取货时遭遇了问题，那么，等到购物季再次来临时，他们就很可能不会再在同一家门店购物了。（财富中文网）

译者：朴成奎

审校：任文科

Stores such as Home Depot and Walmart have implemented these strategies as a way to attract more online shoppers while also reducing delivery costs, propping up overall profits. About 61% of stores with online and brick-and-mortar operations offer such an option.

However, a new study shows that it isn’t working as smoothly as customers and retailers hoped, according to a survey by JDA Software Group.

The study looked at over 1,000 online shoppers in the U.S. and found that 35% of those customers opted to use a buy online, pickup in store option. Of those people, 50% dealt with problems related to getting their items.

That’s a surprisingly high failure rate, Wayne Usie, senior vice president of retail at JDA, told the Wall Street Journal. The reason behind it is that stores aren’t set up like warehouses. It’s easy to collect disparate items in a streamlined, dedicated storage facility, but in-store sales people are bombarded with their daily duties helping customers on top of packaging online orders.

A service meant to help the bottom line by saving on the additional costs related to extra labor and shipping may actually be alienating customers. Another study by JDA found that half of the customers polled who had an issue with an online delivery were unlikely to buy from that store during the peak holiday season.