How to get hybrid shopping right

FROM DRIVE-IN cinemas to drive-through restaurants, Americans love doing things without getting out of their cars. During the covid-19 pandemic they have taken to shopping in a similar fashion, too. Kerbside pickup, where buyers’ vehicles pull up to retail outlets and dedicated staff help load online orders into the boot, helped supermarket chains notch up a banner year. One in two American shoppers used kerbside or in-store collection last year, according to a survey by ShipStation, a maker of shipping software.

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No big retailer in America can do without kerbside pickup. Those

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