The promise allows to browse products via the tablet, order them online or over the phone and pay/collect at the store.
Now does it make sense in all industries?
There is a clear benefit when products that are purchased frequently and that are typically purchased at a store. The consumer can conveniently purchase additional goods and just collect them with their regular shopping.
But what are the key advantages for consumers in other cases?
I mean if the consumer is able to order online and then receive the goods in the comfort of their own home, why would they prefer to go to a store, queue and pay and collect then? Perhaps that would have benefit to the consumer if they are used to browse products in a store and are just starting to do so online?