Durham, N.C., May 15, 2017 – During the 2016 holiday season, nearly a third of shoppers purchased products online and subsequently picked them up at a store. This practice – known as “click and collect” or “buy online pick up in store” (BOPUS) – is the subject of a new study conducted by Bell and Howell. The “2017 Click and Collect Retail Consumer Preference Study” reveals consumers’ preferences and behaviors when it comes to this practice.
As part of the study, Bell and Howell randomly selected more than 530 consumers from across the United States to report on their click-and-collect experiences. Among other things, the study was designed to understand the prevalence of consumers’ use of click and collect. Furthermore, participants also shared what’s important to them during a click-and-collect experience.
When asked to rate specific attributes of an excellent click-and-collect experience, respondents gave their highest marks to the following:
“Currently, a small portion of total purchases are completed through click and collect, but it is growing in use, with 49 percent of Americans trying it for the first time in 2016,” said Bell and Howell Senior Director Haroon Abbu, Ph.D., who led this research. “Implementing click and collect makes sense for retailers, as they are providing a service that is increasing in popularity, and that can help drive more impulse purchases when customers pick up their items. However, retailers should focus on creating a winning in-store experience by enabling what matters most to click-and-collect consumers: speed, convenience and timely communication.”
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