The below is an excerpt of what was submitted by WD Partners and published in the August issue of design: retail.
Our BOPIS concept design:
In a recent research study, we asked 1,500 consumers what they want in a BOPIS experience. The results were definitive – of the 8 concepts tested, those found most appealing AND scored the highest in purchase intent do not require consumers to go inside the store. The number one tested concept was a drive-thru experience – receiving 57% purchase intent score* with all respondents (based on the top two boxes) and over indexed with digital natives at 65% purchase intent. The incredibly close second ranked concept was a combined retailer pick-up “center” – imagine pulling up to a “locker” system to retrieve items you ordered from multiple retailers all in one convenient location. This concept received a 56% purchase intent score with all respondents and was even more favorable with digital natives at 74% purchase intent. Our third ranking concept is one you see retailers (especially grocery stores) rolling out today – curbside pick-up (where items are brought to you). This concept had a 49% overall purchase intent score and ranked pretty evenly among digital natives (50%) and digital immigrants (47%), making it a sure bet for retailers.
In all instances, the consumer is seeking the ultimate in convenience – give me what I bought while I wait or stay in the comfort of my car…saving me time, energy and added hassle. All of these solutions allow for simple use of technology (i.e. mobile ordering, notification via an app or on-site digital screen once I arrive) to purchase or communicate with the retailer. While they might not be viewed as “new” concepts to BOPIS, they haven’t been widely adopted or done right even though they are the top three BOPIS solutions from our study.
*Purchase intent score means that XX% of respondents are more likely to buy from a retailer that offered XX concept. For example, 57% of respondents are more likely to buy from a retailer with a drive-thru BOPIS experience.
What retail channel is it best suited for:
The top three consumer tested concepts work well across a variety of channels. Both drive-thru and curbside pick-up can work for a variety of retail channels and can be adapted to fit various builds and operations models. We see this working best within food service, grocery and retail. The combined retailer pick-up concept can work well at a mall-esque location.
Where is it located in-store:
That’s the key difference – it’s not in the store because consumers don’t want to go into a store for BOPIS. The best BOPIS execution is outside of the store.
How does it work:
It’s really pretty simple. Order online or through a mobile app, drive up to the store/pick-up location and get your items via a drive-thru (BOPIS only) experience, drive-up lockers or a curbside station in the parking lot.
How does this enhance the customer experience:
The key driver for consumers to use BOPIS with any retailer or restaurant is convenience. They chose to order online and pick-up in store because they don’t want to walk around the store, stand in line, talk to other shoppers, etc. Allowing them to stay in their car is the ultimate convenience and keeps them feeling like a valued consumer.
For more information on WD’s POV on all things BOPIS: http://www.wdpartners.com/pov/bopis/
To see the complete study on BOPIS, check out this white paper: http://www.wdpartners.com/research/the-next-killer-app-stores/