Have you placed an online order from a store while you were standing in one of their brick-and-mortar locations? In an interview with CNBC (Warning: auto-play video), Walmart CEO Doug McMillon said that the company’s analysis shows something interesting about how customers shop using their smartphones. 10% of orders placed on mobile phones are actually placed while customers are standing inside the store. Is it because the items they really want are out of stock? Are online prices lower? McMillon doesn’t say. [CNBC]
In a perfect consumer world, perhaps brick-and-mortar stores would price-match their own websites. Perhaps front-line employees would be permitted to use their own judgment once in a while. In this perfect world, it definitely would not be cheaper and easier to purchase an item for in-store pickup on your smartphone while standing in the store.