‘Buy online, pick up anywhere’ gains traction from retailers, consumers

Security and convenience concerns drive the need for pick-up options.

Consumers are not only giving premium to fast delivery anymore as they now prioritise convenience and security of their parcels, leading to “buy now, pick up anywhere” (BOPA) as the future for e-commerce.

In a report, Kearney said that BOPA is the “logical progression” from “buy online, pickup in-store” to address consumers who want more options, convenience and security in their e-commerce orders.

It cited a study by alternative delivery location firm Via.Delivery that 14% of consumers particularly those who want to safeguard their valuable items, prefer to pick up their items in more conducive locations such as Walgreen, Dollar General, CVS, Safeway, FedEx, and UPS.

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“BOPA offers multifaceted advantages, with one standout being its ability to mitigate concerns about porch privacy. BOPA provides a secure alternative, safeguarding orders from theft and ensuring successful receipt. It is also a great fit for items that require delivery signatures,” Kearny said, adding that it will also reduce redelivery attempts.

“BOPA's allure also stems from its enhanced convenience, empowering customers to choose optimal pickup points that align with their daily routines or preferences. Whether it's a local pharmacy, retail store, or parcel drop-off centre, BOPA introduces flexibility that resonates with the dynamic lifestyles of today's consumers,” it added.

This mode of delivery also boosts revenue, citing Via.Delivery’s testing with Perry Ellis which saw a 2% to 3% sales growth due to the BOPA option. Some shippers also saw an increase in sales of as much as 7%.

Kearney noted that whilst 68% of consumers would wait for a product with free delivery, only 35% said fast and convenient delivery is the key driver for direct-to-consumer purchases. A study by SafeWise also found that 260 million packages were stolen from outside homes in the US in 2022, driving the need for pick-up options.