Click, click, buy: e-commerce trends driven by DTC, mobile, social
2021 e-commerce trends reflect a society that's forever changed. Brands must focus on DTC, mobile, social as a search tool, and data.
Curbside delivery. BOPIS. Contactless payment. “Pop the trunk.” If you’ve ever found yourself wondering “what is BOPIS“, these are all terms that you might have heard in defining it.
2021 e-commerce trends reflect a society that's forever changed. Brands must focus on DTC, mobile, social as a search tool, and data.
The definition of BOPIS refers to flexible fulfillment options in retail. BOPIS offers consumers the ability to purchase online and pick up their items at a physical store location.
The best retailers offer pick-up locations in different areas and ways:
Flexible fulfillment is far from new. Large retailers like Target have invested heavily in this area for over a half-decade, with ship-to-store, ship-from-store, and BOPIS (buy online, pick up in store) options. Last year there were reports that 25% of consumers would opt for curbside pickup in 2020. Those predictions, of course, have been blown out of the water now that consumers everywhere want and need to keep their six-foot social distance.
But for most retailers, scaling these services during this crisis has created monumental challenges. It requires quick pivots to figure out how to turn traditional stores into fulfillment centers that can get consumers what they need quickly and seamlessly.
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But flexible fulfillment options also require retailers to have the right backend digital capabilities and the ability to nimbly switch gears.
Here are some examples retailers using BOPIS:
“We now plan to invest about $250 million, focusing on our core business and key projects that support the omnichannel future of our company,” said Mark Tritton, president and CEO of Bed Bath & Beyond on a recent earnings call. These projects include digital and omni fulfillment capabilities, including BOPIS, curbside pickup, omni-inventory management as well as digital marketing and personalization.
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Some retailers are going even further by only offering pickup options at physical stores. A Kroger store in Cincinnati, for instance, has converted to pickup only due to the unprecedented surge it has seen in online orders, creating a location that it says is ideal for seniors and those at higher risk. And Best Buy recently announced that its stores would now operate for curbside pickup only, in addition to its online delivery services.
Contactless payments are also seeing a big boost as consumers vote with their pocketbooks for touch-free shopping. Burger King is working to make its drive-thrus contactless for both payments and pickups; while Florida-based grocery Publix has rolled out tap-to-pay registers at its 1200 locations.
Consumers have changed their buying - and paying - habits this year. Businesses must offer contactless payment to keep customers.
The question is, will this all last? When economies open up and physical stores return to business, will flexible fulfillment still reign? Only time will tell, but it’s hard to imagine all this newfound consumer convenience going away. Even when we can all freely walk the supermarket aisles again, perhaps it will still be nice to just pop the trunk.