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More than half of US consumers report using click-and-collect services, which is when a customer orders a product online and picks it up in-store, according to a survey from ICSC. And 61% of click-and-collect users take advantage of such offerings frequently, with 47% using them more now than a year ago.
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Almost half of respondents (48%) would use click-and-collect even if online delivery would get them the product faster or if same-day delivery was guaranteed. This finding, emailed to Business Insider Intelligence by ICSC, suggests that many consumers see value in click-and-collect beyond speed. This is backed up by the fact that 85% of shoppers are willing to wait one day for an in-stock product to be ready for pickup, and 70% will wait two days for an out-of-stock product.
Speed is only consumers’ second-most cited reason (40%) for using click-and-collect, as it provides other important values too:
- The most popular reason consumers use click-and-collect is because there are no delivery fees. Almost half (49%) of respondents cited this as their top reason for using click-and-collect. This means that BOPIS may have particular appeal to price-conscious consumers. Retailers should work to offer deals on pickup orders — whether they’re similar to Walmart’s pickup discounts, which can directly lower items’ prices, or some other kind of promotion — as they could drive further sales and loyalty. And merchants should be able to afford these discounts since BOPIS helps them save on last-mile delivery.
- One-third of respondents picked the guarantee that a product would be in-store when they make the trip, allowing them to better plan shopping visits. BOPIS guarantees that a product will be ready for pickup at a set time, and that confidence can be attractive to consumers. Additionally, it enables consumers to only go to a store when a product they need will be there. And considering 94% of consumers plan to make an additional purchase when picking up orders, it appears that BOPIS can be the catalyst for a larger visit, making it even more valuable to retailers.
Retailers looking to further maximize their click-and-collect performance should make sure their services’ online components are high quality.Sixty-seven percent of respondents said that the online experience is the most important part of click-and-collect.
This means retailers must make the online ordering process easy and enjoyable and provide clear instructions on how, when, and where consumers can pick up their orders in order to create a quality experience.
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