There's no question that integrating the online and physical shopping experiences can be table stakes for retailers. Then why are so many still playing catch up?
According to data compiled by think thank L2, a number of big-name retailers still do not offer the option for shoppers to buy online and pick up in store, despite the fact that it can lower their shipping costs and, potentially, spur impulse purchases when a customer picks up the order.
Even fewer big box and department stores are able to ship items directly from their stores, failing to tap into what's perhaps their biggest advantage over Amazon—an established distribution network.
And while companies including Target and Wal-Mart are experimenting with same-day delivery options, retailers have yet to crack the code on how to offer this service in an effective and cost-efficient way.
"While consumer expectations for omnichannel fulfillment are high, most big box brands have been slow to blend channels," according to L2.
Although retailers' individual abilities run the gamut, office supply stores, electronics stores and department stores tend to be the most sophisticated, according to L2. Grocery and specialty retailers have been the biggest laggards, with only 12 of the 82 specialty stores examined by L2 offering the buy online, pick up in store option. Only three offer the option to reserve online and pick up in store.
Still, it's important to note that retailers have gained substantial ground over the past year. Macy's, for example, expanded its buy online, pick up in store to all of its locations.
To see a list of which services are offered by the major big box and department stores, see below. Keep in mind, some of these initiatives are still being tested—for instance, Kohl's buy online, pick up in store program—may not be available at all locations.