design:retail - August 2018 - 41
041
DRIVE UP, DRIVE IN
Submitted by: WD Partners
I
n a recent research study, we asked 1,500 consumers
what they want in a BOPIS experience. The results were
definitive-of the eight concepts tested, those found most
appealing AND scored the highest in purchase intent do not
require consumers to go inside the store. The No. 1 tested
concept was a drive-thru experience-receiving a 57 percent
purchase intent score*. The incredibly close second-ranked
concept (56 percent) was a combined retailer pickup
"center"-imagine pulling up to a "locker" system to retrieve
items you ordered from multiple retailers all in one convenient location. Our third-ranking concept is one you
see retailers (especially grocery stores) rolling out today-
curbside pickup (where items are brought to you). This
concept had a 49 percent overall purchase intent score,
making it a sure bet for retailers.
In all instances, the consumer is seeking the ultimate in
convenience: give me what I bought while I wait or stay in
the comfort of my car, saving me time, energy and added
hassle. All of these solutions allow for simple use of technology (i.e. mobile ordering, notification via an app or on-site
digital screen on arrival) to purchase or communicate with
the retailer. While they might not be viewed as "new" concepts to BOPIS, they haven't been widely adopted or done
right even though they are the top three BOPIS solutions
from our study.
*Purchase intent score means that XX percent of respondents are more
likely to buy from a retailer that offered XX concept. For example, 57
percent of respondents are more likely to buy from a retailer with a
drive-thru BOPIS experience.
What retail channel is it best suited for?
The top three consumer tested concepts work well
across a variety of channels. Both drive-thru and
curbside pickup can work for a variety of retail
channels and can be adapted to fit various builds
and operations models. We see this working best
within food service, grocery and retail. The combined retailer pickup concept can work well at a
mall-esque location.
Where is it located in-store?
That's the key difference-it's not in the store, because
consumers don't want to go into a store for BOPIS.
The best BOPIS execution is outside of the store.
How does it work?
It's really pretty simple. Order online or through a
mobile app, drive up to the store/pickup location
and get your items via a drive-thru (BOPIS only)
experience, drive-up lockers or a curbside station in
the parking lot.
How does this enhance the customer
experience?
The key driver for consumers to use BOPIS with any
retailer or restaurant is convenience. They chose
to order online and pick up in-store, because they
don't want to walk around the store, stand in line,
talk to other shoppers, etc. Allowing them to stay in
their car is the ultimate convenience and keeps them
feeling like a valued consumer.
Table of Contents for the Digital Edition of design:retail - August 2018
design:retail - August 2018 - Intro
design:retail - August 2018 - CT1
design:retail - August 2018 - CT2
design:retail - August 2018 - Cover1
design:retail - August 2018 - Cover2
design:retail - August 2018 - 1
design:retail - August 2018 - 2
design:retail - August 2018 - 3
design:retail - August 2018 - 4
design:retail - August 2018 - 5
design:retail - August 2018 - 6
design:retail - August 2018 - 7
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design:retail - August 2018 - 35
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design:retail - August 2018 - Cover3
design:retail - August 2018 - Cover4
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110v2
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