Retale, a location-based mobile platform, recently shared with MMW the results of a commissioned study examining customers’ opinions on their experiences with buy online, pick-up in-store (BOPIS).
The study, polling 500 consumers who had previously bought online and picked up in-store across the U.S., focused on several aspects of BOPIS services, including consumer motivations and difficulties with the program.
So what have we learned?
When respondents were asked how frequently they bought online and picked up in-store, the most common response, with 44%, was “every few months.” 25% said they use the service monthly, while 13% choose to pick up in-store weekly. Only 14% said they had only bought online and picked-up in-store once.
Overall, 99% of respondents said that they had been pleased with buying online and picking-up in store, with 70% who were “very pleased,” and 29% who were “somewhat pleased.” Only 1% of those surveyed said they were disappointed with the service. 29% said that they have made a decision on where to buy something based on the availability of BOPIS.
“BOPIS shoppers are overwhelmingly positive about the experience,” said Pat Dermody, President of Retale. “They have a clear desire to navigate seamlessly across channels and are even picking retailers based off of BOPIS availability. However, despite the great experience, the majority are still buying online and picking up in-store infrequently.”
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