Source: UPS Pulse of the Online Shopper (2016).
- Frequency of purchases. Online retail users perform their purchases dominantly through a single channel. This either involves purchases made online using a ecommerce marketplace (42%) or the standard in-store purchase (20%). The emergence of omni channel forms of purchases combine store and online activities. It could involve a consumer browsing products online and once a decision has been made, to go to a store to purchase the selection. It could also be the opposite when a consumer sees a product in a store and decides to make the purchase online. As long as the omni chain takes place within the same retailer, then the retailer gains by offering a greater level of flexibility. However, in many cases a consumer will purchase a good seen in a store from a competing online retailer, resulting in a net loss from a store that now acts as a free showroom.
- Preferred delivery location. Most online retail users (65%) prefer a direct home delivery since it is usually the most convenient option. There are however a number of indirect options available that either match the buyer activity space, such as workplace deliveries (5%), or the carrier activity space, such as a delivery locker (4%). The use of another retailer (e.g. a drugstore or a florist) that offers a delivery and pickup option for consumers leaving nearby (relay point) is also an emerging option (5%). Although workplace delivery is a convenient option since consumers spend a significant amount of time at their place of work, it is not a common option in the United States. Many employers forbid workplace deliveries of personal online purchases since it ties up mail rooms capacity and becomes an additional cost burden.