Click-and-collect programs may be a convenient service for customers, but the offering is becoming increasingly valuable for retailers. And it's OrderDynamics, providers of the world's most advanced, out-of-the-box Distributed Order Management (DOM) System, that announced it in 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 (BOPIS).

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)
• 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
• 51% of Superconsumers made additional purchases they were not planning on when they came to pick up their item in store
• Superconsumers spend, on average, $40 more on additional unplanned purchases when in store for click and collect pickup
• 78% of Superconsumers want to pick up their BOPIS orders within 24 hours
• 53% of Occasional Consumers want to pick up their BOPIS orders within 24 hours
• 70% of Superconsumers prefer to return items in store
• 58% of Occasional Consumers 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 of OrderDynamics. "But with significant investments being made to improve omnichannel 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."