More Than Half of Most-Active Click and Collect Shoppers Made Additional In-Store Purchases When Retrieving Online Orders
Research from OrderDynamics explores North American click and collect trends, including communications and timing preferences, return behaviors, and unplanned purchasing habits
TORONTO – July 25, 2018 – OrderDynamics, providers of the world’s most advanced, out-of-the-box Distributed Order Management (DOM) System, announced today its latest consumer study, “The Rise of the Click & Collect Superconsumer.” The research was conducted in order to better understand North American consumers participating in omni-channel retail. More specifically, the research investigates click and collect, also known as buy online, pickup in-store (BOPIS).
The OrderDynamics study specifically identified four types of BOPIS consumers, including: Superconsumer (used BOPIS at least two times in the past 12 months), Occasional Consumer (used BOPIS at least once in the past 12 months), Non-User (shop online, but don’t pick up in store) and Lapsed Consumers (used BOPIS previously, but not in the past year).
Key research findings include:
– 37% of all online shoppers made additional purchases they were not planning on when they came to pick up their item in store, compared to 51% of Superconsumers.
– Superconsumers spend, on average, $40 more on additional unplanned purchases when in store for click and collect pickup.
– Superconsumers shop on every channel and claim to have shopped, on average, 45 times a year. Of that shopping activity, 23% are click and collect orders.
– 78% of Superconsumers want to pick up their BOPIS orders within 24 hours.
– 70% of Superconsumers prefer to return items in store.
“The term ‘consumer’ has been used in the broadest sense to include a more general demographic of retail shoppers,” said Nick McLean, CEO, OrderDynamics. “But with significant investments being made to improve omni-channel operations, it is important to understand the preferences and needs of consumers most likely to use offerings like click and collect. Through this research, retailers can grow their business and remain competitive by understanding exactly who the ‘Superconsumer’ is.”
OrderDynamics is proud to present “The Rise of the Click & Collect Superconsumer” research, with insights sourced through a quantitative online survey of 1,600 North American online shoppers ages 18-65. Ninety percent of respondents were from the U.S., with the remaining 10% from Canada, and the gender split was 50% male and 50% female. OrderDynamics collaborated on this research with Clearly Research.
Access “The Rise of the Click & Collect Superconsumer” report here.
OrderDynamics is the world’s leading cloud-based, Out-of-the-Box Distributed Order Management Technology provider. Focused on powering retail fulfillment, OrderDynamics helps clients make omni-channel retail a reality. Their DOM provides client capabilities like order orchestration, enterprise-wide inventory visibility, returns management, customer service, and store driven fulfillment. OrderDynamics enables customer options like Buy Online Pickup In-Store (BOPIS), and ship-from-store, creating exceptional shopping experiences. Iconic brands like Speedo, Quiksilver, Columbia Sportswear, JYSK, Princess Auto, Crabtree and Evelyn, DeFacto and Browns Shoes use OrderDynamics technology across North America, Europe, Asia and Australia. For more information, visit www.OrderDynamics.com.
Ketner Group Communications (for OrderDynamics)