Customers love in-store pickup, and there are lots of benefits to the retailers who deploy it. But there are still many who are afraid of it for fear of complicating in-store processes. While each year more customers do their product research online, surveys show that those same customers still prefer to make their purchases at a brick-and-mortar store. In-store pickup is an optimal combination of consumer preferences. It allows customers to complete their research and purchase online, and then get an optimal in-store experience when the product is waiting for them upon arrival at the store.