RetailWire reported today on a promotion Target ran in late July offering $10 off any online order of $40 or more if the customer chose in-store pickup.
"By all accounts, it could be the first or possibily a rare case of in-store pickup being incentivized," wrote RetailWire's Tom Ryan.
Makes sense to incentivize a service that gets people into the store (where they'll likely buy other things).
Target's store pickup option (pictured above) debuted in November 2013 and Target spokesman Eddie Baeb told the Minneapolis StarTribune (July 31) it accounts for 10% of the company's online sales. Baeb says the goal of the $10-off promotion was "to drive more engagement and use."
The move makes sense, as stores are always keen to drive foot traffic. So why not incentivize a service that gets people into the store (where they'll likely buy other things) and also appeals to people that are already shopping online? It's all about getting people in the habit of using the buy online/pickup in-store feature.