Mercatus released a new report showing that 3 in 4 grocery shoppers prefer store pickup.
If the lines between physical and digital spaces are blurring, a new survey affirms that that consumers don’t want to spend time queuing up in actual lines at the grocery store. According to a report released by digital commerce solutions provider Mercatus, conducted in collaboration with Incisiv, a strong majority of online shoppers prefer the BOPIS (buy online, pick up in store) model.
In addition to speed and convenience, shoppers have practical reasons for picking up groceries at the store location. The Mercatus/Incisiv survey respondents said they chiefly want to avoid higher delivery fees and surcharges by going this route.
“Pickup works particularly well for both grocers and their customers in the North American market,” said Sylvain Perrier, president and CEO at Mercatus. “Pickup services offer grocers more control over the cost to serve online customers than third-party delivery. Online customers love the precision, flexibility and overall convenience that store pickup provides. And when done well, pickup services make for a better overall shopping experience that builds lasting connections with customers, which will lead to repeat business for grocers.”
Also of interest to grocers is the finding that shoppers are increasingly using their smart devices when buying groceries. More consumers are planning to use mobile channels to buy online and, even when they are in store, often use a grocer’s app to help them find products and promotions and to check out easier.
Looking ahead to future trends, while shoppers are moving towards on-site pickup and embracing retailers’ mobile apps, the base of online shoppers is diverse and widening. According to the Mercatus/Incisiv report, Black/African-American households reported the highest online usage (54% in 2021) and have the highest average monthly spend, followed in descending order by Hispanic/Latinx, Asian and Caucasian households.