The Emergence of the Omnichannel Shopper

Sharp retailers are looking to meet the evolving behaviors of omnichannel consumers head-on due to the explosive growth of online shopping as a result of the global pandemic. This significant change in customer preference has led to a steep increase in retailers’ eCommerce business and the evolution of the omnichannel consumer. A direct result of this shift is a marked increase in the number of purchases and returns generated online, and customers’ demand for self-service pickup. Simply put, most consumers would rather handle their pickup and returns than wait for a retail associate to do so for them.

Many retailers are challenged to keep up with the volume of traffic seen at their returns and exchange counter. These counters are costly, labor intensive to staff, disorganized and manual in nature. This results in shoppers spending time waiting in line or giving up entirely and leaving frustrated. When this happens, retailers fail to capture the loyalty of these omnichannel customers who show clear preferences to continue their shopping in store once they handle their pickup or return.

Investing in technology such as the iPickup Self-Service eCommerce Center from Position Imaging streamlines the Click & Collect (BOPIS) process for customers, 73% of which express a clear desire to handle pickup and returns on their own. With self-checkout for pickup, drop-off and returns at retail growing at a 30% projected rate, it’s more important than ever for retailers to invest in self service solutions that will allow them to meet this demand. Because the added footfall of these omnichannel customers will result in added sales.

There is strong evidence that Click & Collect is less a trend and more of an evolved habit. According to a study from Fit Small Business, nearly two thirds of U.S. retailers now offer BOPIS. U.S. shoppers spent $95.9 billion dollars on Click & Collect in 2022, which was 9% of total eCommerce sales. BOPIS sales are forecast to grow to greater than $7 billion by the year 2027.

Retailers that recognize this growth and institute frictionless BOPIS solutions will be well served to capture the market share of the opportunity, as well as the mindshare of the modern omnichannel shopper.

Watch the video below for more information on the innovative iPickup Point retail eCommerce solution.

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