Huge rises in e-commerce, and the acceleration of purchase behaviors such as BOPIS (Buy Online, Pickup In-Store), combined with the ongoing pandemic, mean retailers and brands have to change their holiday season strategies.
BOPIS will be vital to the 2020 holiday season, says Jin Kim, Founder & CEO of Creative Digital Agency.
Writing for WARC, he cites a recent Facebook report which found a threefold increase in the proportion of shoppers caring about this facility (up from 19% in 2018-19 to 56% this year), while an overwhelming majority (78%) said that they were at least moderately likely to BOPIS when shopping for gifts – and it’s an expectation that covers all age groups
“BOPIS benefits both shoppers and retailers by offering convenience (and safety) to the shopper, while opening up the option for upselling upon visiting the store, and reducing the headaches associated with shipping to residences,” Kim notes.
But for all that e-commerce is in the limelight, many shoppers will still want to safely shop in-person, he adds.
“Despite the benefits of digital, at the end of the day people want interaction, so it’s helpful for brands to have a physical presence in order to strengthen brand loyalty – and be a part of something that blends the digital and physical well.”
That’s where Target and Walmart have an advantage over Amazon, being able to easily sidestep delivery delays because of their ability to use retail locations as distribution centers.
Fast delivery and flexible pickup might be a key component of consumer purchases during sales events, Kim observers – which could create bigger competitive challenges for Amazon this year.
For more details on what brands and retailers can do this holiday season, read Jin Kim’s article in full: How COVID-19 is affecting 2020 holiday shopping trends.
Sourced from WARC