Buy Online, Pick Up In-Store Delivers Savings, Speed - eMarketer

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Buy Online, Pick Up In-Store Delivers Savings, Speed

Cash savings, shorter delivery times draw consumers to buy online, pick up in-store

July 28, 2015

Demand for buy online, pick up in-store is growing, and recent research suggests consumers are drawn to this purchasing option in order to save a few dollars or get their hands on purchases earlier.

Likelihood/Adoption of US Digital Buyers Purchasing Digitally and Picking Up In-Store, April 2015 (% of respondents)

When an April 2015 study by Blackhawk Engagement Solutions asked digital buyers about what would make them likely to try buy online, pick up in-store—also known as click and collect, particularly in the UK—86% said they would consider purchasing this way to save $10 on a $50 item. Speed was also appealing: Nearly eight in 10 respondents said they would consider buying digitally and picking up in-store if it meant they could receive an item three days earlier. In all, 45% of respondents had purchased online and picked up in-store in the past six months.

Blackhawk noted that buy online, pick up in-store offers perks for retailers, too. Not only does it reduce shipping costs—it also gets customers in-store, where they’re likely to purchase more. Similarly, in an interview with eMarketer earlier this year, Chitra Balasubramanian, head of business analytics for RetailNext, said: “Shoppers who buy online and pick up in-store end up spending a lot more once they get to the store.”

While some research points to low adoption of buy online, pick up in-store among retailers, more recent studies suggest usage is rising. When an April 2015 study by KPMG and The Consumer Goods Forum queried retailers worldwide about the shopping/delivery options they offered, buy online, pick up in-store was the most-used one, cited by 59%.

Similarly, when a March 2015 study by Forrester Consulting for Aci Worldwide asked fraud management professionals worldwide about the types of omnichannel shopping options offered by retailers, 74% cited buy online, pick up in-store/click and collect—the No. 1 response.


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