Study: More than half of U.S. shoppers haven’t tried BOPIS
More omnichannel retailers offer buy-online-pickup-in-store (BOPIS) services to shorten their delivery windows. Yet, 60% of shoppers have yet to take advantage of the service.
That’s according to a new report, “Buy Online, Pick-up In-Store” from ChargeItSpot, which was based on responses from over 2,074 shoppers at 20 malls across the country.
Of the 40% of shoppers who have used BOPIS, shoppers between age 35 and 49 use it the most, with 49% of shoppers having used the service. Shoppers between the ages of 18-34 were the runner-up (42%), followed by shoppers aged 50-65 (39%).
“There remains much untapped opportunity for stores and shoppers to take advantage of BOPIS.” said Douglas Baldasare, CEO and founder of ChargeItSpot. “By further promoting and incentivizing customer use of these programs, retailers can more effectively increase their sales, better manage consumer fulfillment by merging online and in-store inventory, and offer their customers a more fluid, multichannel shopping experience.”
Among those that do use BOPIS, 75% have purchased something else while in the store, while 25% had not. Specifically, shoppers between the ages 50-65 were most likely to make an additional purchase while using BOPIS (79%). Meanwhile, 75% of shoppers between18-34 made additional purchases after using BOPIS, followed by 63% of shoppers aged 35-49, data revealed.
“Buying online and picking up in-store can lead to more in-store transactions for retailers,” said Baldasare. “BOPIS does what many brick-and-mortar retailers are struggling to do organically — get shoppers through the door. Once they are in the store, customers are likely to browse and ultimately make a purchase.”
Readers Respond: Not so up-to-date
The LBM industry has not historically been known for its tech savvy, but recent developments have given us reason to believe that the tide may be shifting in a more contemporary direction.
Notwithstanding that many retailers are getting on board with social media engagement and smart-home selling points, it seems a good number of retailers aren't necessarily keeping their IT programs current in-store.
Earlier this week, we polled our readers, asking, "When was your store's last major IT improvement project?"
The largest percentage, 48%, said "it's been a few years" since they last tackled their infrastructure.
However, the second-largest number (27%) said they made upgrades last year (in 2016), and the third-largest are in the midst of one right now.
Here's how the votes panned out:
It's been a few years: 48%
Earlier this year: 5%
We're currently rolling one out: 11%
There's still time to vote. Let us know where you stand by taking our poll here.
Marketing Magic: PPG enters the rink with NHL
PPG’s latest marketing move is potentially putting other paint brands on thin ice.
The paint manufacturer has signed a multiyear corporate marketing agreement with the National Hockey League (NHL), making PPG the Official Paint of the NHL in the U.S. and Canada.
The agreement was announced a couple of weeks ago at the 2017 Coors Light NHL Stadium Series outdoor game between the Pittsburgh Penguins and Philadelphia Flyers at Heinz Field, in PPG’s hometown of Pittsburgh.
PPG has a pre-existing naming rights agreement with the Penguins for Pittsburgh’s multipurpose arena, the PPG Paints Arena. PPG is also the Official Paint Supplier for the Penguins.
“We are excited to deepen our relationship with the National Hockey League and the millions of home-improvement consumers and paint professionals who follow their favorite NHL teams in the U.S. and Canada,” said Bryan Iams, PPG vice president, corporate and government affairs. “The loyal fan base of the NHL aligns with the loyal base of customers for PPG products. This latest PPG brand investment broadens our ability to showcase our product lines that help consumers protect and beautify their world, including the PPG PAINTS, GLIDDEN and OLYMPIC brands, and the SICO and DULUX brands in Canada.”
Under the terms of the agreement, PPG will be able to promote its paint brands at select NHL premier events, including the annual NHL Winter Classic game. TV and live audiences will see PPG branding on and around the ice adorning dasherboards, and off the ice in programs, scoreboard features and event-related activities.
PPG will also be able to use NHL marks and logos on its product packaging, on store point-of-purchase displays, in contests and promotions, and through social media and digital marketing in the U.S. and Canada.
To that end, PPG is planning a variety of engagement initiatives for hockey fans, including coupons and promotions for its paint products.
Keith Wachtel, NHL executive vice president of global partnerships and chief revenue officer, said, “We’re honored that PPG has extended its commitment to the sport of hockey through a partnership with the National Hockey League. Partnering with best-in-class paint brands that have an extensive footprint at retail will extend our reach to millions of home-improvement consumers across North America.”