eGrocery Customers Choose Curbside Pickup Over BOPIS

Online grocery shoppers are looking for convenience, choosing curbside pickup over in-store collection.

By the Numbers

Research from the latest edition of PYMNTS’ monthly ConnectedEconomy™ study, the “ConnectedEconomy™ Monthly Report: The Gender Divide Edition,” which drew from a survey of more than 2,600 U.S. consumers in October, found that 45% of men and 36% of women buy groceries online for curbside pickup. In contrast, just 43% and 30%, respectively, place buy online, pickup in store (BOPIS) digital grocery orders.

The Data in Action

Noting this preference for curbside pickup, grocers have been looking to widen their curbside selections. Retail giant Target, for one, has been transforming its physical spaces to accommodate the channel, adding alcoholic beverages to its eCommerce options. Most recently, it has even made Starbucks items available for curbside pickup with the rest of shoppers’ purchase.

The retail giant said it is expanding its rollout of the option to 240 stores after an initial trial earlier this year.

“Same-day services led our digital growth, most notably through our drive-up service, which delivered high single-digit growth, on top of more than 80% growth last year,” CFO Michael Fiddelke told analysts on a call earlier this month discussing Target’s third-quarter earnings results.

“Adding Starbucks to drive up [has tested] very, very popular,” added Chief Operating Officer John Mulligan. “This has been a request for a long time from guests: ‘I’m getting milk. I’m getting diapers. Why can’t I get my latte to go as well?’”