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Data for today’s episode is provided by Mercator Advisory Group’s report – Behaviors of Mobile-Enabled Consumers Complicate the Meaning of “Going to the Store.”
Order-ahead consumers separate themselves into two tiers:
- Tier 1: Anti-Delivery
- 45% avoid shipping costs
- 44% faster than delivery
- Tier 1: Anti-Delivery (cont.)
- 27% have immediate need
- 22% more secure than home delivery
- 13% no risk of damage
- Tier 2: Anti-Store
- 43% take advantage of a discount
- 35% more convenient than waiting in line
- Tier 2: Anti-Store (cont.)
- 23% of customers buy online pick up in store so they can pay with rewards
- There is a slight different between male and female reasons for order ahead:
- Men tend to value speed and security of order ahead
- Women are especially focused on avoiding shipping costs
About Report
When card-not-present makes the customer-not-present, what is the function of a store?
Consumers armed with smartphones first disrupted brick-and-mortar retail by comparison shopping while in-store. Now nearly 1 in 3 U.S. adults who comparison shop in-store end up purchasing elsewhere. Buy-online-pickup-in-store services shorten shoppers’ store visits to fleeting appearances. From electronic price tags to “dark stores,” retailers seek the right store capabilities to retain and serve their mobilized customers.
