Retailers fall short in BOPIS offerings
While larger companies are embracing buy-online pick-up-in-store (BOPIS) services quicker than smaller brands, there is still plenty of room for improvement.
This was according to “Omni-2000 Research: U.S.,” a study from OrderDynamics. Data revealed that out of 207 true omnichannel retailers in the United States, 86.0% offered one pickup option, at a given location, up 5.7% from last year. However, companies are lagging when it comes to offering variation of pick-up options, such as pick-up from a sister brand, a kiosk, courier store, pick-up locker, or other options.
Last year’s research found more variation, with two or three options offered by retailers. However, this year these additional options were not found.
Retailers that don’t offer multiple pickup stations are missing a big opportunity, as between 40% and 59% of shoppers reported they are likely to purchase additional goods when offered in-store pickup stations, at the retailer’s location. Offering more options is also an easy way to foster shopper loyalty, especially in a market where competitors are not making the additional offer, and effort, the study revealed.
Among companies that do offer BOPIS, larger chains are advancing at a disproportionately faster rate than mid-market chains. For example, nearly half of the surveyed retailers with over 250 stores offer click & collect, whereas only 18.1% with 51-100 stores offer the service.
BOPIS is not the only area that needs work. For example, a mere 39.1% of omnichannel retailers offer basic, active inventory visibility, and nearly a quarter (24.7%) of all retailers provide free return shipping. Meanwhile, 42.1% of U.S. retailers offer buy online return in-store (BORIS), and 31.9% of omnichannel retailers accept Instagram purchases.
“E-commerce is deployed well throughout the U.S. retail market, but this research shows omnichannel capabilities continue to mature,” said Nick McLean, CEO, OrderDynamics. “As retailers start to take advantage of faster, standardized and much less expensive point solutions, this profile will shift.”
Online conversions dip during Black Friday weekend
Increased website traffic didn’t necessarily convert to increased purchases during Thanksgiving weekend.
This was according to new data from Monetate that revealed a 5.4% increase in global cart abandonment rates across Thanksgiving, Black Friday and Cyber Monday compared to the same days in 2017. While brands are successfully driving consumers to their sites — website traffic was up 13.1% globally from 2017 — consumers are shopping around before making final purchase decisions at a higher rate than years past.
When evaluating bounce rates, or the percentage of visitors who navigate away from an e-commerce site after viewing only one page, the United States and Canada experienced higher bounce rates compared to 2017 on nearly every day from Thanksgiving to Cyber Monday. Specifically, there was a 12% increase on Thanksgiving and 5.2% on Black Friday in the U.S. Additionally, cart abandonment rates increased by 2.6%, and conversion rates decreased by 9.7%.
In Canada, bounce rates increased 7.8% on Thanksgiving and 5.6% on Black Friday. In the U.K., however, bounce rates were down 1.8% on Thanksgiving, and 6.1% on Black Friday.
Black Friday shopping in the U.S. revealed mixed results compared to 2017. While traffic was up 7.7% and average order value (AOV) increased 2.5%, conversation rates were down 11.3%. On Cyber Monday, AOV was up 3.4%, but conversion rates were down 16.2% — a continuation of the year-over-year trend of U.S. shoppers consolidating purchases on the biggest online shopping day of the year.
Similarly, in the U.K., 10.4% more shoppers abandoned their carts on Black Friday year-over-year, while AOV dropped by 19.3% in 2018. Cyber Monday 2018 was also a less successful shopping day in the U.K. compared to 2017, with AOV down 11.1% and conversion rates down 9.2%, despite page views being up a whopping 35.4%.
In Canada, Black Friday 2018 saw a 5% increase in page views and 1.3% increase in AOV compared to 2017. However, cart abandonment rates were also up 6.6%, a trend that continued into Cyber Monday 2018, when cart abandonment rates increased 10.4% from 2017.
“The holiday shopping period presents tremendous opportunity for retailers to win new shoppers and convert them into returning customers. Our data, however, reveals that brands are struggling to take advantage of this opportunity,” said Stephen Collins, CEO of Monetate. “Retailers must reconsider their engagement strategies to ensure they are capitalizing on increased website visits. It’s imperative that retailers leverage every data point at their disposal to create the best and most relevant experiences for shoppers.”
The most downloaded apps during Black Friday weekend were…
Mobile shoppers made sure they had their favorite retailing and couponing apps downloaded and ready to go during Black Friday weekend.
This was according to new data from App Annie that revealed that Amazon, Walmart, Wish, Target, and eBates were the top five apps downloaded by new shoppers between Thanksgiving (Nov. 22) and Cyber Monday (Nov. 26), across both iOS and Google Play devices.
Marketplace apps eBay, OfferUp, and Letgo came in sixth, seventh and eighth, respectively. Kohl’s and Best Buy rounded out the list.
Marketplace apps gained popularity this year due to how well-suited they are for mobile. Besides allowing users to take photos of goods, list products for sale, browse easily for products for purchase, they can also communicate through in-app messaging with buyers and sellers, according to App Annie.
As the popularity of eBates proved, couponing apps, as well as rewards and savings apps were in high demand this year. In addition to Ebates, Dosh and RetailMeNot were most downloaded.
During Black Friday weekend, a total of 10 million new shopping app downloads were made over the five-day shopping period. Among those, 1.8 million downloads were made on Thanksgiving Day — 25% higher than average daily shopping app downloads 90 days prior. These downloads also made Thanksgiving a mobile consumer shopping holiday comparable to Black Friday, data revealed.
According to data, another 2 million apps were downloaded on Black Friday, 35% higher than average daily shopping app downloads three months prior. Meanwhile, 1.8 million apps were downloaded on Cyber Monday, 25% higher than average daily shopping app downloads 90 days prior, according to App Annie.