Shopping with the Click and Collect Superconsumer At OrderDynamics we discuss the importance of having an omnichannel strategy. In fact, we think that being able to offer retail customers the option to shop anywhere and then to fulfill from anywhere is one extremely important to retail these days. However, as with most things in business you have to know your specific target market. That's the only way to be able to run an effective omnichannel offering. And with the rise of Click and Collect and other new omnichannel fulfillment methods - a new consumer group emerges. This is the Click and Collect Superconsumer. The Click and Collect Superconsumer is your ultimate retail customer. This is who you want to shop at your retail brand. Why? They shop more often, they make purchases with larger average order values and they return fewer items than other consumers. So, what are the essential factors you need to know about the Superconsumer?
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5 Things You Need to Know About the Superconsumer
1. 31% of Superconsumers shop online at least once a week.
The Click and Collect Superconsumer is one of the consumer groups that shops online the most. They shop online an average of 45 times a year. This does not even include the times they shop in-store!
2. For the Superconsumer, the whole Click and Collect Experience is very important.
The entire Click and Collect experience have to be effortless for the Superconsumer. They want clear instructions on how the pickup process works. They also want the ability to pick-up their purchase from a store near them.
3. On average Superconsumers spend $40 extra on unplanned additional items when in-store to pick-up an order.
The Click and Collect Superconsumer tends to buy additional unplanned items when they are in-store. This is true even when they are there just to pick-up a click and collect order. In fact, 41% of the time they buy extra items.
4. 70% of Superconsumers prefer to return items in-store.
However, not only do the majority of Superconsumers prefer to return items in-store, but 53% of them buy more items when they are in-store to return the last one.
5. When the Superconsumer ships to home, they want their multi-item orders to be shipped in one box.
Convenience is one of the bywords for the Click and Collect Superconsumer. Which is why, when they have an online order shipped to their house – they want that multi-item order to be shipped in one box. Only ONE box! Make sure you download the full research report to find out more about the Superconsumer and the other Click and Collect consumer groups. Author: Carla van Deventer
is part of the OrderDynamics Marketing team. Her background in corporate communication and events helps her navigate the retail technology marketing world.