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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.
