300 Secret shoppers were asked to buy online and sent to top 10 retailers all over the country a for item pickup and gave ratings for each part of the experience.
Full results are available in the study
here. But here are several rankings:
Overall BOPIS Experience
Best Buy (4.7 of 5.0)
The Home Depot (4.67)
Bed Bath & Beyond (4.62)
Desktop Purchase Experience
Lowe's (4.79)
Bed Bath & Beyond (4.6)
The Home Depot (4.59)
Mobile Purchase Experience
Nordstrom (5.0)
Lowe's (4.67)
Kohl's (4.64)
Notification Time of Order Ready
Bed Bath & Beyond (2.1 hours) - (72% of orders fulfilled in less than 1 hour)
Target (2.7 hours) -
(63% of orders fulfilled in less than 1 hour)
Kohl's (3.2 hours) -
(73% of orders fulfilled in less than 1 hour)
In-Store Pickup Experience
The Home Depot (4.73 out of 5)
Best Buy (4.6)
Kohl's (4.53)
"With this research, we found that almost all of these retailers have done a terrific job improving the online purchase experience in recent years," explained Greg Buzek, president of IHL Group. "However, there is still great work to be done in the store level execution once the order is placed. This includes the time to pick the order, the time to notify the customer, and then the execution of the pickup at the physical store. This is where the experience is breaking down for most retailers. That consistency of execution across the process and availability of energized, engaged associates to complete the process remains the key issue for most retailers."
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Bed, Bath and Beyond
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Macy's
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Best Buy
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Nordstrom
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Home Depot
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Staples
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Kohl's
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Target
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Lowe's Home Improvement
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Walmart
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The study also includes ratings of the BOPIS experience by region. Consumers in the West rated the experience the highest with those in the Northeast rating the experience the worst regionally.
For press inquiries, contact IHL at +1.615.591.2955 or ihl@ihlservices.com
