Dive Brief:
- When shoppers come to the store to pick up items ordered online, 37% make additional purchases that they were not planning on, according to new research from OrderDynamics. But "superconsumers" – consumers who used buy-online, pickup-in-store (BOPIS) at least twice in the last 12 months – bought more items in the store 51% of the time.
- These BOPIS superconsumers also spend an average of $40 more on additional unplanned purchases while picking up online orders in the store. They also want their purchases fast, as 78% of superconsumers want to get their BOPIS orders within 24 hours, according to the report, "The Rise of the Click and Collect Superconsumer."
- Such "super" shoppers use every retail channel and said that they go shopping an average of 45 times a year, said the report. When they go shopping, click-and-collect orders are involved 23% of the time. These consumers are serious about brick-and-mortar stores, with 70% of them preferring to return merchandise in the store, according to the report, which surveyed 1,600 shoppers in North America, covering a range of categories but excluding grocery.
Dive Insight:
The superconsumer tends to be female, be between 24 and 49 years old and earn an annual income of between $50,000 and over $100,000, according to the report. This consumer enjoys the shopping experience, likes to touch and feel items before buying and has been using click-and-collect for over two years.
BOPIS has very high awareness among shoppers compared to other in-store technologies, according to the National Retail Federation’s Consumer View tracking service. About 65% were aware of BOPIS in the research, which was reported last fall, compared to 45% of shoppers who said they were aware of store employees equipped with mobile or tablet devices, 27% who were aware of visual search, 20% who were aware of augmented reality, and 18% who were aware of virtual reality. Mobile payment capabilities edged out BOPIS with 70% of shoppers reporting awareness of that technology.
Retailers are rapidly embracing BOPIS and home delivery. Target rolled out its curbside pick-up service Drive Up to 200 stores throughout the Midwest and the South earlier this month. And Walmart said it will expand in-store pickup options to 2,200 stores by the end of the year, with pickup lockers in some stores for larger orders. Meanwhile, Old Navy is counting on BOPIS to boost cross-channel sales of its apparel and fast-fashion retailer Zara plans to speed the pickup process of online purchases by using robots.
