TECHNOLOGY

Retailers fall short in BOPIS offerings

BY Deena M. Amato-McCoy

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.”

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