As Delivery Fees Pick Up, Primark, Joann Enhance BOPIS Offering 

Today, consumers crave the ability to maximize their precious free moments, and convenience in shopping is the key to achieving this. Not only does convenience spare them the laborious effort associated with traditional shopping — navigating bustling stores, hunting for items, enduring lengthy checkout lines, and hauling hefty bags — but it also provides the freedom to shop on their own terms.  

Whether it’s a quick purchase during a lunch break, a browse during a commute, or a late-night shopping spree, convenience adapts to their schedule. Moreover, in the wake of the COVID-19 pandemic, safety and health have become critical considerations. Consumers now gravitate toward shopping methods that minimize physical contact, reduce exposure to crowded spaces, and mitigate potential health risks. 

In fact, the significant adoption of the buy online, pickup in-store (BOPIS) method in the United States, as evidenced in “The 2023 Global Digital Shopping Index,” a collaborative effort between PYMNTS Intelligence and Cybersource, demonstrates the American consumer’s inclination to explore various life hacks and time-saving strategies. 

Among the six countries analyzed in the Index, the United States experienced the most substantial growth in BOPIS usage from 2021 to 2022. Additionally, for the second consecutive year, the U.S. maintains the highest percentage of consumers opting for BOPIS to collect their latest eCommerce purchases. In 2021, 23% of shoppers utilized this service, which rose to 32% in 2022. 

The Wall Street Journal echoed this consumer enthusiasm for BOPIS last month, highlighting its advantages. These benefits encompassed the convenience of curbside pickup, particularly appreciated by parents trying to grab last-minute groceries with their children in tow.  

Furthermore, BOPIS aided shoppers in adhering to their budgets and resisting impulse purchases. From a merchant and retailer perspective, having customers collect their orders reduces fulfillment expenses and opens the door to more efficient methods like “micro-fulfillment” for delivering items to shoppers. 

The BOPIS Traction and Demand 

Primark is the latest retailer to broaden its click-and-collect service to encompass women’s apparel. This enhancement is set to launch next week, although it will be accessible exclusively in select stores. 

The ongoing “click and collect” trial is restricted to children’s and nursery products, marking Primark’s first instance extending it to encompass fashion items. This initiative enables customers to browse online offerings and select a day and time for in-store pickup. 

Primark introduced its click-and-collect service in November 2022. Initially, it was made available in 25 stores in the North West of England, North Wales, and select areas of Yorkshire. Subsequently, in July 2023, it expanded to include 32 stores in Greater London. 

Joann, the arts and crafts retailer, is another example of a retailer that has broadened its partnership with Flybuy to improve its BOPIS services. 

This decision comes after Joann revealed its intentions in January 2023 to achieve annual savings of up to $200 million by reducing supply chain expenses. In an October 2021 interview, Chief Customer Officer Chris DiTullio outlined plans to enhance Joann stores across the entire chain. 

As per Best Buy’s most recent quarterly earnings report, BOPIS remains a favored choice among Best Buy customers, comprising slightly more than 40% of their online sales. 

Other Factors 

In August, PYMNTS highlighted that, in addition to convenience, increasing shipping costs could be another factor driving the consumer attraction toward BOPIS. 

Retailers have begun either removing the option of free shipping or increasing the minimum spending threshold for qualification. Given these changes, consumers aiming to reduce extra costs may discover that opting for BOPIS or curbside pickup serves as a pragmatic compromise between home delivery and the conventional in-store shopping experience. 

In response, consumers have unequivocally indicated that, particularly for specific retail segments, the convenience provided by BOPIS is something they are unwilling to relinquish. Merchants and retailers who do not provide this option may risk losing these customers to competitors who do. 

Read more: Consumers Pivot to Online Pickup as Delivery Fees Rise 

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