ICSC survey: Click-and-collect boosts in-store sales

Most shoppers who come to stores to pick up items ordered online end up buying additional goods.

According to research from the International Council of Shopping Centers, over 50% of adult shoppers use BOPIS services, with 67% of those consumers buying additional items from the retailer when picking up their order. And 60% make a purchase at a nearby store.

The survey found that of shoppers who use BOPIS, 61% use it at least once per month. The service continues to rise in popularity: 47% of click-and-collect users say they used the method more now than a year ago.

“The use of click-and-collect demonstrates the ongoing convergence of physical and digital,” stated Tom McGee, ICSC president and CEO. “Consumers want options when making their purchases and the retailers who are offering the most channels are seeing more purchases being made.”

Additional survey results are below.

• The primary reasons for utilizing click-and-collect are no delivery fees (49%), receiving purchased items more quickly (40%), and assurance that items will be available when shopping in-store (33%).

• Consumers are willing to wait up to one-day for in-stock items to be available for pick-up (85%) and up to two-days for out-of-stock items for be available (70%).

• The majority (96%) of consumers who utilize click-and-collect continue to use it.

• During the click-and-collect process, shoppers care about receiving the correct product (57%), receiving product status notifications (53%), and picking up the items quickly (50).