Two things resonate real well with consumers; free booze and free gas  but only one is legal.  To incent customers to utilize pickup service participating merchants will cover the cost of your gas for coming out.  Certain merchants may also cover cost of fuel for out of town customers to come in and shop.   

Computer Science Degrees ... With A Phd in Street Smart!

"The web is not a selling-oriented platform - it is an information / buying platform."  This quote goes back to the old push vs. pull outlook on internet content. In a newspaper, magazine or on TV the ad is explicitly there and the viewer has little choice over the presence of that ad. This is essentially "sell-side", cram-it-down-their-throats-whether-they-want it or not.

Most (but not all) have figured out by now that the web is different. In this space the viewer has all the power. They have a choice to click and view or NOT. This is "buy-side", where the user has a choice in what they CHOOSE to view. Attempts to overcome this and maintain the old style business as usual content is not working for a variety of reasons.  Same can be said for over zealous marketers that make customers jump through hoops just to make a simple purchase.  Case in point, wanted to purchase an icecream cake from Marble Slab ... set up account first, username password please ... bye!