The Limited launches in-store pickup

The Limited announced the launch of its in-store pickup program at 225 stores across the country. The apparel chain's Reserve Online, Ready In-Store offering follows a successful pilot in select stores in Washington, D.C. and Columbus, Ohio.

Through the program, shoppers can go online, reserve a product and pick it up for purchase at a preferred store within two hours. The consumer will receive an email or text to confirm that the products are ready, along with pickup instructions. Once the order is placed, items will be kept on hold at the selected store until the end of the following day unless an extension is made via email for an additional day.

Many retailers—such as Kohl's (NYSE:KSS), Ace Hardware and Staples (NASDAQ:SPLS)—are starting to offer the in-store pickup option for shoppers as it grows in popularity. But The Limited seems to be unique in that its program is exclusively intended for reserving items, not for purchasing online.

"We heard from our clients that they much prefer to reserve items online, rather than make an online purchase that would be picked up in-store," said William Acevedo, senior VP of stores at The Limited. "This allows them the convenience of knowing their items are available and waiting for them in-store, without forcing them to make a purchase before they are ready." 

Last holiday season, The Limited joined a host of retailers that partner with ShopRunner, an online marketplace that offers VIP shopping benefits to its customers including free two-day shipping, quick and easy checkout, easy returns, and exclusive member-only deals.

For more:
-See this The Limited press release

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