Is BOPIS best when it’s done outside the store?
Through a special arrangement, what follows is an excerpt of an article from WayfinD, a quarterly e-magazine filled with insights, trends and predictions from the retail and foodservice experts at WD Partners.
A recent survey from WD Partners shows that consumers don’t want to go into a store for BOPIS and widely prefer pick-up options outside of the store.
The 1,500 respondents were asked about their views on eight different BOPIS concepts. Those found most appealing and scoring the highest in purchase intent do not require consumers to go inside the store.
The number one tested concept was a drive-thru experience, receiving 57 percent purchase intent score with all respondents (based on the top two boxes) and over indexed with digital natives at 65 percent purchase intent. (Purchase intent score means that XX percent of respondents are more likely to buy from a retailer that offered XX concept. For example, 57 percent of respondents are more likely to buy from a retailer with a drive-thru BOPIS experience.)
The incredibly close second-ranked concept was a combined retailer pick-up “center,” such as a “locker” system, to retrieve items you ordered from multiple retailers all in one convenient location in the parking lot. This concept received a 56 percent purchase intent score with all respondents and was even more favorable with digital natives at 74 percent purchase intent.
The third-ranking concept is one you see retailers (especially grocery stores) rolling out today — curbside pick-up (where items are brought to you). This concept had a 49 percent overall purchase intent score and ranked pretty evenly among digital natives (50 percent) and digital immigrants (47 percent), making it a sure bet for retailers.
In all instances, the consumer is seeking the ultimate in convenience — give me what I bought while I wait or stay in the comfort of my car, saving me time, energy and added hassle. All of these solutions allow for simple use of technology (i.e., mobile ordering, notification via an app or on-site digital screen once I arrive) to purchase or communicate with the retailer. While they might not be viewed as “new” concepts to BOPIS, they haven’t been widely adopted or done right even though they are the top three BOPIS solutions from our study.
- BOPIS: Design Challenge – WayfinD
- Buy Online Pick-up in Stores – WD Partners
- The Next Killer App: Stores – WD Partners
DISCUSSION QUESTIONS: What’s holding back retailers from offering more BOPIS options outside the store? How do you rate the pros and cons of encouraging shoppers to pick-up orders inside the store versus outside?