Urban millennial men will drive BOPIS growth

Convenience-loving BOPIS users fit a niche demographic profile of younger male city dwellers who tend to prioritize convenience over speed, illuminating how retailers should focus their messaging to expand usage of omnichannel fulfillment services.
“Buy online, pick up in store” services became a pandemic-era shopping hero when retailers quickly spun up or expanded them to serve customers uncomfortable with spending time in stores. With the return of store comfort and increased consumer dwell time in stores, retail leaders are wondering where the future of BOPIS lies. Shoppers who use BOPIS fulfillment services tend to spend more, giving retailers good reason to continue to support and advertise these services, even when there’s not a health and safety reason to do so. The current demographic profile of BOPIS power users reveals which consumers retailers should target to grow usage of these services.