The number of shoppers who buy online and pick up in store (BOPIS) continues to rise.
According to a survey by JDA Software Group, half of all internet users had bought online and then picked up the item in a store at least once in the preceding 12 months. That was up from just 35% in 2015.
BOPIS uptake reflects consumers’ omnichannel desires. While shopping online continues to grow rapidly, most consumers still prefer to do their shopping in-store.
JDA found that 54% of internet users said physical stores were their preferred channel, with the remainder split between a variety of digital channels.
JDA’s survey found that two key reasons consumers pick up in store after buying online are speed and cost: Four in 10 respondents who had used BOPIS did so to avoid delivery charges, while one-third picked up their online orders in-store to get their package faster.
For retailers, of course, BOPIS provides additional opportunities to interact with consumers and potentially make additional sales. According to the JDA survey, 40% of customers who came in-store to pick up their online order sometimes made additional purchases in-store.
According to a November 2016 analysis by L2, which examined the types of website features implemented by US retailers, less than half (47%) of the companies studied offered online-to-offline (O2O) collection option.