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BizReport : Ecommerce archives : March 24, 2016

99% of consumers using BOPIS service happy with experience

The overwhelming majority of consumers that choose to buy products online and pick them up at a store are happy with the experience, and some choose a retailer based on whether this service is offered, according to new research released by location-based mobile platform Retale.

by Helen Leggatt

Retale's commissioned study of 500 U.S. consumers found that a quarter (25%) use buy online pick-up in-store (BOPIS) services (often referred to as click-and-collect) on a monthly basis, while 44% use it "every few months" and 13% weekly.

Of those that use click-and-collect, 99% said they were "very" or "somewhat" pleased with the service and 29% said they had made a decision on where to shop based on the availability of the service. Sixty percent chose to pick-up in-store to avoid shipping costs, 37% due to the speed of the service and 35% because it was more convenient.

Retailers can benefit from offering click-and-collect, not only by attracting shoppers looking for such a service, but also because 30% of such shoppers purchase additional items when in-store to pick up their online orders.

"Buying online and picking up orders in-store can lead to more in-store transactions for retailers," said Pat Dermody, President of Retale. "Given the bottom line value and the response to the experience from shoppers, it would seem logical to consider incentivizing more shoppers to use BOPIS."

However, the BOPIS service is not without its growing pains. When asked what issues they had encountered when buying online and picking-up in store, 24% said they did not immediately know where to pick up upon arriving at the store's brick-and-mortar location. 21% said that their order wasn't ready when they arrived, and 14% said the items weren't in stock at the requested store.

Image via Shutterstock

Tags: BOPIS, click-and-collect, delivery options, ecommerce, online shopping

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