Majority Of Regular ‘Click-And-Collect’ Shoppers Make Additional In-Store Buys


Toronto — Slightly more than half of all Superconsumers, those that have used click-and-collect online ordering at least twice in the past year, make unplanned purchases when picking up their items, according to a survey from distributed order management systems provider OrderDynamics.

Additionally, Superconsumers spend an average of $40 or more on additional unplanned purchases when picking up orders, according to the technology company. Further, nearly 80 percent of Superconsumers want to pick up their orders within 24 hours and 70 percent prefer to handle returns in brick-and-mortar locations.

“The term ‘consumer’ has been used in the broadest sense to include a more general demographic of retail shoppers,” says Nick McLean, OrderDynamics CEO. “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 such as click and collect.”

They survey was based on responses from 1,600 North American online shoppers, with 90 percent coming from the U.S. and 10 percent from Canada, according to OrderDynamics.