SPECIAL DELIVERY
Consumers are willing to sacrifice some savings if it ’ s compensated in extra convenience .
who stop at a store in person are much more likely to choose whichever store is most convenient — on the way home , most likely to have a specific product they ’ re looking for , most likely to have an available parking spot . Choosing an online delivery service , on the other hand , requires a somewhat higher level of trust and goodwill . “[ It ’ s ] about much more than using multiple media such as TV , direct marketing , or coupons to reach shoppers ,” the study explains . “ Rather , it ’ s about creating a personal , integrated experience for every shopper regardless of where or when they shop or what device they are using . This has to extend the entire purchase lifecycle .”
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