Statistically, nearly eight in ten Internet users find buy online, pickup in-store appealing. As retailers have increased focus in creating an omnichannel experience, buy online, pick up in-store has been brought up as one way to hopefully bridge the physical-digital divide. As based on research, consumer demand for such services is huge, meaning retailers that do not provide such purchase option risk getting left behind. Among US Internet users that were polled in the fourth quarter of 2014, 78% found the option to shop online for in-store pickup appealing and more than half of respondents in this group had the chance to purchase items this way in the past year. Percentages of males and females who found such services appealing were near even, in fact, men were 9 percent points more likely than women to have actually did action on this. Among generations, millennials were the least likely to find buy online, pick up in-store appealing (74%) and landed in last for adoption. About eight in 10 respondents from both the Gen X and baby boomer groups were interested in using these services, and more than four in 10 respondents from each generation had purchased this way. However, products are not all created equally when it comes to buying online and picking up in-store. Electronics were far and away the most popular goods that respondents were willing to be purchased this way, cited by 80 percent of respondents. Housewares and apparel ranked second and third respectively, each with nearly six in 10 respondents, though males and boomers showed underwhelming interest in the latter. Other research suggests that retailers have their work cut out for them when it comes to taking advantage of consumer interest in buy online, pick up in-store. In a February 2015 study from RIS News, only 21% of US retail IT executives said they had up-to-date technology in place for in-store pickup or return of web goods. Similarly, December 2014 polling by Boston Retail Partners found that just 24% of retailers in North America had implemented buy online, pick up in-store and said it was working well.