As if the retail industry needed another buzzword to describe merged channel shoppers, Jon Lewis Managing Director Andy Street is offering us one: the “master shopper.” That’s his term for shoppers who get very creative about how they are mixing e-commerce, mobile and physical retail interactions.

Street, according to an interesting account that ran in The Telegraph, pointed to recent behavior from its shoppers after a policy change. The policy involved what the chain calls click-and-collect — which is typically called “buy-online-pickup-in-store” in the U.S.  The chain recently stopped making all such orders free (beyond the price of the item itself, of course) and began charging £2 (about $3.10 U.S.) for any orders costing less than £30 (roughly $46.30 U.S.).

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