Omnichannel shoppers use pick up in-store for ease, convenience, and cost-saving

Elana Morris

An overview of Kroger's latest report on omnichannel shopping via 84.51°.

Consumers utilize the Buy-Online-Pickup-In-Store (BOPUS) option for convenience first and foremost, according to a report from omnichannel retail insights firm 84.51° (part of Kroger’s offering). According to the survey, which collected responses from consumers who shopped at Kroger over the past three months, shoppers also value the ease of using a website to make purchases prior to picking them up. Seventy-six percent of respondents said convenience was a top driver for BOPUS, and 50% said ease of use was important to them. Consumers were given the option to check multiple answers in the survey.

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