Study: Consumers Prefer Convenience Of BOPIS Over Experience

Even though mobile, social and e-Commerce sales are booming, JDA’s latest Consumer Survey revealed that more than half of consumers still prefer to and enjoy shopping in stores… as long as it’s convenient. Furthermore, experiences don’t top the list — respondents said they do not expect an “experience” when shopping in stores.

Retailers, instead, should focus on convenience over experience, including buy online, pick up in store (BOPIS) and buy online, return in store (BORIS). While 46% of respondents said they prefer to shop online, 50% said they used BOPIS in the last 12 months, up from 35% since the first JDA Consumer Survey in 2015.

“Our 2017 Consumer Survey highlights the changing role of retail stores,” said Jim Prewitt, VP of Retail Industry Strategy at JDA in a statement. “While there has been speculation of a ‘retail apocalypse,’ that doesn’t seem to hold true for consumers. No longer the only channel for shopping, brick-and-mortar stores are still a key cornerstone for a quick and easy shopping experience and the facilitator for popular fulfillment options, like BOPIS and buy online return in store (BORIS).”

Those who said they prefer to shop in-store said they do so because they want their purchases immediately. With BOPIS, consumers can easily search and buy products online and get that instant gratification of getting their purchases almost immediately.

The survey also revealed other key perks of BOPIS for consumers:

  • 40% of respondents said they used BOPIS to avoid home delivery charges;
  • 33% said they use it to get their merchandise sooner;
  • 12% noted convenience as the reason;
  • 8% want to see an actual item; and
  • 7% feel more confident they will receive their…