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 BOPISto boost cross-channel sales of its apparel and fast-fashion retailer Zaraplans to speed the pickup process of online purchases by using robots.
