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Aptos study reveals brick-and-mortar still king, BOPIS gaining popularity

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December 13, 2019

Consumers in the U.K. and U.S. still prefer the physical store as their shopping channel, as they like to touch, feel and try products before purchase, and like to have the ability to take goods home instantly.

The BOPIS (buy online pick up in store) opportunity is a key driver for in-store traffic, according to the 2019 Golden Quarter Consumer Survey released by Aptos Inc. The study polled 4,000 consumers to identify shopping habits and preferences for the sales period between October and December.

The survey also assessed respondents’ feedback on topics such as the role of sales assistants, what encourages shoppers to visit stores, the influence of price on purchase decisions and the importance of store presentation, according to a press release.

Survey highlights include:
Sales assistants: In another indication of the escalating importance of the store, shopper loyalty is at significant risk when sales assistants fail to engage or they underwhelm. Approximately half of the consumers surveyed indicated they would visit another retailer if they felt a sales assistant was unhelpful or unavailable (U.K.: 52%; U.S.: 49%).
In-store appeal: In-store offers topped the list of what encourages shoppers to visit stores. Eighty-four percent of U.K. consumers and 80% of U.S. consumers indicated they were likely to visit a store based on exclusive promotions.
Price sensitivity: It’s no surprise price is still a deciding factor for many consumers. Approximately two-thirds of shoppers (U.K.: 66%; U.S.: 60%) would abandon their purchase if they could find an item cheaper elsewhere.
Store presentation: Messy or overcrowded shops are a detriment to customer satisfaction. More than four in 10 shoppers will leave a messy store, a figure that increases with the age of the customer. A similar number of shoppers (U.K.: 41%; U.S.: 36%) would head elsewhere if they find a store is too crowded.

"The Golden Quarter presents a surge in footfall and sales, with unlimited opportunity to win customer loyalty and build meaningful connections that will benefit retailers in the years ahead. However, this season can also be unforgiving and simple missteps can cause shoppers to stray to a competitor," said Noel Goggin, Aptos CEO and culture leader, in the release.