The Strategic Advantage Omnichannel Retailers Have Over Amazon.

New research suggests that omnichannel retailers could gain a strategic advantage over Amazon by promoting in-store pickup instead of home delivery. Many consumers are unaware of the sustainability costs associated with home delivery, such as packaging waste, energy usage, and traffic congestion. When consumers were informed about the environmental and social sustainability consequences of their retail channel decisions, store pickup became the more popular choice. By shifting a significant portion of their home delivery volume to store pickup, omnichannel retailers could increase their margins and market share while reducing operating costs. This could result in significant financial gains and environmental benefits. [Extracted from the article]