Back in March, at the beginning of the pandemic, many were quick to report that curbside pickups are the new big thing. As the pandemic continues to drag along, it doesn’t seem like the trend is going anywhere, anytime soon. And virus or no virus, why would it?
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Buying online and picking up in-store (BOPIS) becomes more prominent as consumers seek safe ways to shop quickly and maintain socially distant – without the need to step into stores. But it’s such a convenient option for all parties involved, people are getting used to it.
“Americans are used to their cars and actually do like stores, so this is kind of a hybrid where you’re getting the best of both worlds,” said Oliver Chen, a retail analyst.
Recent studies by consumer insights firm, Incisiv, suggest that an overwhelming number of consumers prefer these services over in-store purchasing:
Over the next 6 months, approximately 80% of consumers expect to increase BOPIS and curbside pickup. Another 85% say that they drastically increased curbside pickup orders compared to pre-pandemic times, and only 28% plan to increase instore shopping in the upcoming months.
88% of those surveyed ranked as the top motivation for visiting stores “the need for a product on the same day” – further leading to the mass adoption of such services by many retailers, big or small.
“Shoppers view and value stores very differently today than they did pre COVID-19. More than ever before, it is all about safety, speed, and convenience,” said Gaurav Pant, chief insights officer for Incisive.
“We recommend retailers make it easier to find store inventory online, simplify the in-store pickup experience, and help their store associates build stronger relationships with customers digitally.”
Moreover, for the 2020 holiday shopping season, home delivery and in-store fulfillment will be crucial for brands’ overall eCommerce fulfillment.
Through curbside and in-store pickup, Best Buy, Target, and Walmart will try to divert dollars from Amazon Prime Day by offering their own deals and fulfilling orders quickly.
The 700% growth in Target’s drive-up option prompted the big box chain to add frozen and fresh food to its offering and create additional parking spaces for pickup at stores.
While Walmart’s curbside pickups created 11% of the chain’s revenue in the quarter that ended July 31 and contributed to the overall boost in its e-commerce sales.
To retain shopper loyalty for the long run, brands must reply to shoppers demanding convenience, immediacy, and speed. This is why the pickup customer journey becomes critically important for retailers.
