Survey: 70% ‘Very Pleased’ With Buy Online, Pick-Up In-Store (BOPIS)


Study also finds that 44% of shoppers opt for BOPIS only every few months, but more incentives can change that.

Retale, a location-based mobile platform that helps shoppers save on purchases from their favorite retailers and brands, announced the results of a commissioned study examining customers’ opinions on their experiences with buy online, pick-up in-store (BOPIS). The study, polling 500 consumers who had previously bought online and picked up in-store across the U.S., focused on several aspects of BOPIS services, including consumer motivations and difficulties with the program.

44% Use BOPIS Every Few Months

When respondents were asked how frequently they bought online and picked up in-store, the most common response, with 44%, was “every few months.” 25% said they use the service monthly, while 13% choose to pick up in-store weekly. Only 14% said they had only bought online and picked-up in-store once.

99% Pleased with BOPIS Experience

99% of respondents said that they had been pleased with buying online and picking-up in store, with 70% who were “very pleased,” and 29% who were “somewhat pleased.” Only 1% of those surveyed said they were disappointed with the service. 29% said that they have made a decision on where to buy something based on the availability of BOPIS.

“BOPIS shoppers are overwhelmingly positive about the experience,” said Pat Dermody, President of Retale (pictured top left). “They have a clear desire to navigate seamlessly across channels and are even picking retailers based off of BOPIS availability. However, despite the great experience, the majority are still buying online and picking up in-store infrequently.”

72% Would Pick Up More for Deals and Discounts

When asked what would increase the likelihood of choosing BOPIS, 72% of respondents said that incentives like deals and savings on future purchases would increase their usage. The two most popular responses, after incentives, dealt with product availability – 52% are interested in guaranteed same-day availability of the order, and 36% want a guarantee that the item will be in-stock. Almost a third of respondents (28%) wanted more flexibility with who could pick up the order, and a fifth (21%) wanted better information on which items are available for BOPIS in their area.

When asked what issues they had encountered when buying online and picking-up in store, 24% said they did not immediately know where to pick up upon arriving at the store’s brick-and-mortar location. 21% said that their order wasn’t ready when they arrived, and 14% said the items weren’t in stock at the requested store.

Almost 60% Chose BOPIS to Avoid Shipping Fee

When asked about the reasons they opted to pick-up in store, 59% of those surveyed said that cost, specifically, avoiding the shipping expenses was a deciding factor. Speed and convenience were also popular motivators for choosing BOPIS, with respondents citing them 37% and 35% of the time, respectively. Only 12% said that incentives, like store discounts, had led to their final decision.

“The stark difference between the 72% who said incentives would drive higher BOPIS interest, and the 12% who said incentives actually led to their choice, indicates that there may be opportunity here for retailers,” Dermody added.

30% Buy More Items In-Store Thanks to BOPIS

Among those polled, 30% of BOPIS shoppers said that they purchased additional items at the physical store when they completed their pick up.

Added Dermody, “Buying online and picking up orders in-store can lead to more in-store transactions for retailers. Given the bottom line value and the response to the experience from shoppers, it would seem logical to consider incentivizing more shoppers to use BOPIS.”


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