This makes perfect sense for them, as it creates more convenience for customers and should help reduce overall costs in the long-term. And seeing as consumers do make unplanned purchases while using BOPIS, I think it makes sense for retail partners to open their doors to a frenemy like Amazon. As they say, keep your enemies closer.
I also think this could signal another step toward tiered Prime membership levels. They have already provided a day of the week delivery option as well as moving to one-day shipping. There could easily be a day where different membership levels determine the speed, with maybe the lowest-cost option being the day of the week delivery or pick-up only, mid-tier with two-day or location pick-up, and top tier being one-day delivery (and maybe an included Prime Now benefit).
There are certainly other factors to consider here, such as geographic location and products actually purchased. I live in an area where it is now pretty much Whole Foods and Harris Teeter (since Kroger pulled out of the state). Harris Teeter is just as, if not more, expensive as Whole Foods for things like produce, which I buy a lot of. Whole Foods also offers a much better selection of organic products, including meat, than Harris Teeter. In other cities there may be more store choices available to the consumer. If people are shopping for Cheerios and other name brand type products then yes, Walmart would seem like the obvious place to shop for lower prices.
Another factor to consider is how Prime members shop at Whole Foods. If they pay with an Amazon credit card, they will also receive 5 percent back in Amazon credit. That 5 percent can really add up. I have done the math with my own family's shopping habits, and Whole Foods makes more sense than Harris Teeter. Although Wegmans is coming to the area - that may be a game-changer.
I think it is important, but it is often overstated and under-simplified. For most retailers, there is no one time that overwhelmingly predicts success. Conversions are much like open rates, where they tend to be highest around the time of the send. A couple of factors to consider: First, the makeup of your audience may have significant impact on the timing. For example, for those who have younger children, during the workday and after 8 p.m. oftentimes sees better results. There is a common lull from the time they get home from work and put their children down for bed during which they are not engaged with activities like online shopping. For younger people or those with older children, this impact on time is lessened and they are likely to interact at times that are most convenient to their lifestyle.
Second, look at other factors such as remailing. Many retailers choose to send multiple emails per day, typically earlier in the day and again in the evening. Sometimes those evening emails only go to those who did not open the original. Multiple mailings in one day can skew these figures, especially in the evening hours, as those who did not open email one may not open email two, resulting in lower conversions being reported.
I believe that in today’s environment very few retailers choose to send their primary promotion very late in the day. It doesn’t make much business sense to provide less time to have your emails seen rather than more.