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72% of shoppers say delivery woes make them more likely to opt for BOPIS experience

360 Magazine 
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72% of shoppers say delivery woes make them more likely to opt for BOPIS experience

SOTI from bricks to clicks research

With no end to the ongoing supply chain and logistics challenges in sight, nearly three-quarters of consumers globally are expressing an interest in buying products and then collecting them in store, according to research published by SOTI.

The Mississauga, Ont.-based provider of mobile and Internet of Things (IoT) management solutions commissioned Arlington research to conduct 10,000 interviews with consumers across eight countries and three continents for its study.

The report, From Clicks To Ships: Navigating The Global Supply Chain Crisis, found that many customers are becoming impatient with the time it takes from making a purchase to getting products in their hands. In fact, 36 per cent said they are likely to shop elsewhere if they have to wait more than two days for delivery.

SOTI from bricks to clicks research

An even greater proportion (44 per cent) said they expect to be able to collect any in-store items on the same day they order it. With the increased shift to digital shopping,  meanwhile, providing a tracking link is no longer a differentiator from a customer experience perspective. SOTI found that a majority of 68 per cent expect to be able to know at all times where their order is in the delivery process.

“Consumer expectations have not only changed, but if their preferred retailer is unable to provide any of those critical elements in their shopping experience, they are happy to look for retailers who can deliver,” the report’s authors wrote. “The era of instant gratification and mindless “add to cart” is over . . .Moving forward, shoppers will be more mindful of the entire shopping journey – from clicking to shipping.”

360 Magazine Insight

Full disclosure: although I am not currently working with them, I have provided content marketing services to SOTI in the past. Their objective with this kind of research is obviously to highlight opportunity for retailers to contend with the supply chain crisis by introducing greater efficiency and productivity via its mobile and IoT software. This could include applications and platforms to manage wearable devices on associate’s wrists, for example, or mobile tools to enhance product scanning and other steps in the fulfillment processes.

Beyond that, however, the report shows that some of the biggest points of friction in retail CX begin long before customers are waiting to be told their order is ready.

Only 13 per cent of shoppers, for example, said retailers are. providing accurate information about which products are currently in stock. Failures at this stage could undermine any trust a brand is hoping to build, and may make disgruntled shoppers spread negative word of mouth.

Perhaps it’s no wonder that 52 per cent of survey respondents said they were less likely to order items that have to be shipped from abroad compared with before the pandemic.

CX leaders could use this data to think about how to ensure they’re improving the quality of the data they use to manage their online catalogue. They could also explore tactics to elevate the in-store pickup experience with dedicated counters or arming more employees with apps to scan QR codes and retrieve purchases quickly.

See Also

On the bright side, the SOTI report also showed consumers are open to more innovative approaches to shipping and fulfillment experiences. These included having their items delivered by autonomous vehicles or drones,





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