Getting Your Share Of The Buy Online And Pickup At The Store Revenue Stream
While the overall totals of how retail sales really this past holiday season did won’t be available until stores release their 4th quarter results. There is enough evidence in already to prove that stores that provided the ability to have their customers shop online and pick up their purchases at the store did a tremendous amount of business, especially with the ability to give those shoppers one or two additional days to shop, without having to rely on shippers to get their purchases delivered to their homes. In this way the consumers not only saved some holiday cash in picking up their purchases themselves. They had the peace of mind knowing that they would have that special gift purchase in time for holiday gift giving.
Buy Online, Pickup In-Store (BOPIS) is now considered a mainstream offering, with 67% of survey participants having used it in the past six months. Furthermore, shoppers widely recognize that BOPIS offers not only free order fulfillment, but also a degree of flexibility and control not available via home delivery. The ability to inspect items in the store before taking them home was the BOPIS benefit whose importance grew the most year over year — suggesting that stores’ tactile experiences are important brand assets. Substantiating this finding is shoppers’ increasing willingness to engage store associates for assistance finding items; 57% of survey respondents said they’ve done so, an 18.75% increase from 2017. More than two-thirds of respondents said they expected those associates to have access to their order histories, suggesting expectations are high for knowledgeable interactions that draw on shoppers’ past interactions across touchpoints.
This year it is increasingly clear that while having fair and consistent pricing on all channels is extremely important, merchants have an incredible opportunity to engage shoppers with seamless experiences that include, but are not limited to, flexible fulfillment options like buy online, pickup in store. Shopping has changed and brands must adapt today to thrive tomorrow.
57% of online shoppers surveyed said they had picked up an online order in a store in the last year. Avoiding shipping fees is the top reason why 73% of shoppers preferred buy online and In Store pickup, followed by 32.2% for whom the store was nearby and convenient to pick up item and 30.4% who needed purchased item same day and couldn’t wait for delivery.
80% of those consumers who used this service expected to be able to pick up their purchases in under 10 minutes from the time they entered the store, with 27% expecting it to be less than four minutes. Which saves quite a bit of time deducted from that holiday hustle and bustle this time of year. Which also cuts down on the stress levels that most people have to deal with in trying to find that gift in a traditional brick and mortar store environment. Or the stress involved in wondering if the gift they purchased online will still be available, due to a merchants’ not updating their inventory correctly or the store not getting the shipping out in time, in order to hit the correct delivery date.
And there’s more good news for the retailer that offers this service. Those surveyed that plan to shop online and pick up their merchandise in the store say that 49% of them are likely to purchase an additional item or two when picking up that order. This makes an overall win-win for the retailer which increases their order value by additional increases. Surprisingly, those that elected to pick up their online orders in a store, who made additional, not-planned purchases were of an age group being 50-65 years of age, which amounted to about 79%. Those aged 18-34 years old came in at 75% and 63% who made additional purchases were between the ages of 35-49 years old.
So it lends itself to facts that we already mentioned in prior blog posts that the “Baby Boomer” age group is the one that retailers, both brick and mortar and eCommerce stores should be trying to entice with their marketing plans.
Naturally, as we said above, all the facts and figures still need to be compiled from 4th quarter results, but there is enough data available to arrive at the conclusion that in-store pickup of merchandise is a major factor for promoting growth in sales, especially in urban environments where consumers have access to a variety of brick and mortar stores to take advantage of this service.
If you’d like to discuss just how you can get your message out about your own store offers, whether it be a brick and mortar or an online eCommerce store, give the web marketing team at Black Arrow Marketing a Call @ 888.225.4780 and let them provide a study on how they can get your message out there so you can play on an even keel with the big boys!
More to come about the 2018 holiday sales seasons results to follow. Stay Tuned!