The report found 27% of BOPIS locations were poorly marked or difficult to find. Photo credit: Walmart.
Walmart topped the list when it comes to best retailer for buy-online-pickup-in-store (BOPIS) in the grocery category, while Sam’s Club ranked first for curbside pickup groceries in global research firm Ipsos’ inaugural E-Commerce Experience Report.
The mystery shopping study unveiled which retailers have best adapted to BOPIS, curbside, and delivery offerings. With consumers still anxious about leaving their homes amid the COVID-19 pandemic, many are opting for more contactless shopping experiences. The report evaluates how retailers are shifting to a stronger e-commerce business model, while offering consumers safe means of shopping.
Ipsos conducted a two-pronged study, first surveying 2,000 Americans to understand usage, attitudes, and perceptions of consumers regarding pickup and first-party delivery of products from retailers, followed by thousands of mystery shops that measured the performance of brands nationwide and regionally on pickup and delivery attributes. Mystery shoppers audited retailers’ performances through all phases of the experience, from account creation to ordering to pickup and delivery.
The strongest drivers of curbside and in-store pickup were having a designated pickup location, easy online account creation, providing contactless order pickup, and that orders were ready when promised, Ipsos found through the consumer portion of the research.
“Use of BOPIS and curbside pickup has increased for 78% of shoppers since COVID-19 began, and 69% expect to continue using it at the same or higher levels after the pandemic subsides,” said Carlos Aragon, VP of U.S. Channel Performance at Ipsos. “As we continue to see the adoption and usage of these new digital offers rise and continue to stick, it is important that brands have the mechanism to ensure they deliver a seamless and safe customer experience for these new users.”
While several retailers have started shifting to meet consumer demand, there is still a tremendous growth opportunity for all brands offering BOPIS, curbside, and delivery. Across the board, customers look for clear communication, but more than a quarter of all pickup and delivery shoppers say there is room for improvement with communication.
Retailers providing pickup need to denote designated locations and visible signage and make it easy for consumers, but 27% of BOPIS locations were poorly marked or difficult to find.