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Study: More than half of U.S. shoppers haven’t tried BOPIS


More omnichannel retailers offer buy-online-pickup-in-store (BOPIS) services to shorten their delivery windows. Yet, 60% of shoppers have yet to take advantage of the service.

That’s according to a new report, “Buy Online, Pick-up In-Store” from ChargeItSpot, which was based on responses from over 2,074 shoppers at 20 malls across the country.

Of the 40% of shoppers who have used BOPIS, shoppers between age 35 and 49 use it the most, with 49% of shoppers having used the service. Shoppers between the ages of 18-34 were the runner-up (42%), followed by shoppers aged 50-65 (39%).

“There remains much untapped opportunity for stores and shoppers to take advantage of BOPIS.” said Douglas Baldasare, CEO and founder of ChargeItSpot. “By further promoting and incentivizing customer use of these programs, retailers can more effectively increase their sales, better manage consumer fulfillment by merging online and in-store inventory, and offer their customers a more fluid, multichannel shopping experience.”

Among those that do use BOPIS, 75% have purchased something else while in the store, while 25% had not. Specifically, shoppers between the ages 50-65 were most likely to make an additional purchase while using BOPIS (79%). Meanwhile, 75% of shoppers between18-34 made additional purchases after using BOPIS, followed by 63% of shoppers aged 35-49, data revealed.

“Buying online and picking up in-store can lead to more in-store transactions for retailers,” said Baldasare. “BOPIS does what many brick-and-mortar retailers are struggling to do organically — get shoppers through the door. Once they are in the store, customers are likely to browse and ultimately make a purchase.”
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