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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.”
Significant increase in consumer order-ahead services in 2019:
- In 2018, 8% of consumers used order-ahead services daily. In 2019, 15% of consumers used order-ahead daily
- In 2018, 12% of consumers had used order-ahead services “once.” By 2019, only 8% of consumers used order-ahead once.
- Likewise, the cohort using order-ahead “a few times a year” fell from 23% (2018) to 15% (2019)
- Mass merchandisers are the most popular category to order ahead, 36% of consumers in 2019
- Fast food order-ahead (34%) is almost just as popular as mass merchandiser
- Notable: a range of specialty retailers (apparel, department, electronics stores) constitute 53% of order ahead
- Least popular order-ahead includes:
- Pharmacies: 15%
- Restaurants (table): 15%
- Travel/airlines: 15%
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.
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.
