Market Overview

More Than Half of Most-Active Click and Collect Shoppers Made Additional In-Store Purchases When Retrieving Online Orders


Research from OrderDynamics explores North American click and collect
trends, including communications and timing preferences, return
behaviors, and unplanned purchasing habits

providers of the world's most advanced, out-of-the-box Distributed Order
Management (DOM) System, announced today its latest consumer study, "The
Rise of the Click & Collect Superconsumer
." The research was
conducted in order to better understand North American consumers
participating in omni-channel retail. More specifically, the research
investigates click and collect, also known as Buy Online Pickup In-Store

The OrderDynamics study specifically identified four types of BOPIS
consumers, including: Superconsumer (used BOPIS at least two
times in the past 12 months), Occasional Consumer (used BOPIS at
least once in the past 12 months), Non-User (shop online, but
don't pick up in store) and Lapsed Consumers (used BOPIS
previously, but not in the past year).

Key research findings include:

  • 37% of all online shoppers made additional purchases they were not
    planning on when they came to pick up their item in store, compared to
    51% of Superconsumers.
  • Superconsumers spend, on average, $40 more on additional unplanned
    purchases when in store for click and collect pickup.
  • Superconsumers shop on every channel and claim to have shopped, on
    average, 45 times a year. Of that shopping activity, 23% are click and
    collect orders.
  • 78% of Superconsumers want to pick up their BOPIS orders within 24
  • 70% of Superconsumers prefer to return items in store.

"The term ‘consumer' has been used in the broadest sense to include a
more general demographic of retail shoppers," said Nick McLean, CEO,
OrderDynamics. "But with significant investments being made to improve
omni-channel operations, it is important to understand the preferences
and needs of consumers most likely to use offerings like click and
collect. Through this research, retailers can grow their business and
remain competitive by understanding exactly who the ‘Superconsumer' is."

OrderDynamics is proud to present "The Rise of the Click & Collect
Superconsumer" research, with insights sourced through a quantitative
online survey of 1,600 North American online shoppers ages 18-65. Ninety
percent of respondents were from the U.S., with the remaining 10% from
Canada, and the gender split was 50% male and 50% female. OrderDynamics
collaborated on this research with Clearly Research.

Access "The Rise of the Click & Collect Superconsumer" report here.

About OrderDynamics

OrderDynamics is the world's leading cloud-based, Out-of-the-Box
Distributed Order Management Technology provider. Focused on powering
retail fulfillment, OrderDynamics helps clients make omni-channel retail
a reality. Their DOM provides client capabilities like order
orchestration, enterprise-wide inventory visibility, returns management,
customer service, and store driven fulfillment. OrderDynamics enables
customer options like Buy Online Pickup In-Store (BOPIS), and
ship-from-store, creating exceptional shopping experiences. Iconic
brands like Speedo, Quiksilver, Columbia Sportswear, JYSK, Princess
Auto, Crabtree and Evelyn, DeFacto and Browns Shoes use OrderDynamics
technology across North America, Europe, Asia and Australia. For more
information, visit

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