Electronics is Second-Most Picked-Up BOPIS Item
New research from Coresight Research dove into the world of Buy Online, Pickup In Store (BOPIS). This omnichannel retail strategy has been discussed at length throughout the community, and has proven productive for retailers. The specific research from Coresight’s April 2019 survey dove into the consumer side of things to get a better understanding of how shoppers use the benefit, what they use it for, and where they’re using it.
Not surprisingly, a large chunk of the consumer market has used BOPIS. In the last 12 months, 46 percent of U.S. online shoppers reported collecting one or more online purchases from a physical store. Coresight found that BOPIS users skewed younger and slightly more affluent than the average online shopper. What that reads, to us, is that the benefit is only going to grow in popularity as more and more younger shoppers conduct their shopping online.
Looking more specifically at which industries have benefitted the most from the BOPIS option, consumer electronics retailers would gladly note that their category ranked second on the list of most-picked-up items. Leading the way in the BOPIS space was apparel, while electronics, in second-place, outranked groceries.
As a result of the emergence of electronics on the BOPIS category ranking, Best Buy found itself as the third-most shopped store when it came to BOPIS pickups—quite the feat, considering it’s smaller country-wide network of locations compared to Walmart and Target, which ranked one-two, respectively, ahead of the consumer electronics big box store. They were followed by Home Depot, another category specialist.
In general, the research rather strongly points to the growing popularity and importance of BOPIS. It may sound like a sort of buzzword concept to retailers, no matter their size. But the fact that consumers are so willing to visit a website, make a purchase, and then travel to your store is something that needs to be looked at and taken advantage of by retailers. It’s a win-win situation where the customer has visited your website and ended up in your store to collect their purchase.