Consumers are willing to pick up online orders in-store if it meant getting the item sooner or for a deal.
In its latest holiday shopping trends report, researchers at CommerceHub found most consumers would be willing to pick up online orders in-store if it meant getting the item sooner or for a deal. The survey, which polled more than 3,000 consumers, also found that many shoppers are planning to shop on specific sale days and during planned promotions.
With buy online, pick up in-store, or BOPIS, the poll found that 93 percent of consumers “are likely to pick up purchases they order online in-store so that they can get their items sooner or for less.” And with promotions, the report revealed that 68 percent of consumers “will look to shop on designated deal days this year, which is up 25 percent from 2018.”
Morton cited Target Corp. chief executive officer Brian Cornell’s assertion that shifting online fulfillment from distribution centers to stores reduced costs by 40 percent. Target said it is now looking to have two-thirds of digital orders fulfilled from physical stores. Morton said BOPIS “caters toward consumer’s desire for instant gratification, a concept that isn’t going away.”
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