Though the majority of consumer shop-
ping (about 95 percent) is done in brick-
and-mortar stores, Møller Nielsen said
that is starting to change. He noted that
more than half (51 percent) of the high-end
home retailer Williams-Sonoma's full 2014
sales came from online shopping.
“I think that is showing that there are
some categories (such as home, clothing,
and electronics) where shoppers just pre-
fer to go online. Maybe they go into the
stores and look through the (products), but
then they go home and order (online),” said
Møller Nielsen. Penguin Pick-Up accepts
most categories of products, though they
currently do not receive food items. How-
ever, Møller Nielsen said the company
plans to become equipped to store fresh
and frozen food, which was just launched
in mid-June.
Other growth opportunities for the com-
pany include expanding to more locations
across the country, and possibly globally.
If the demand is there, one new Penguin
Pick-Up will be opened per month on aver-
age. “Our expansion plan is quite aggres-
sive,” he said.
The Penguin Pick-Up program fits in well
with the shopper of the future because the
company’s focus is convenience, which
shoppers are constantly seeking.
“(The customer) sends all the online shop-
ping to Penguin Pick-Up and then they
combine it with in-store shopping. They do
not need to go to three or four different
places and get stuck in traffic,” said Møller
Nielsen. “They just go to one place and it
JULY 2015
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