The Next Killer App: Stores

Study Looks at Steps Retailers Must Take For Winning Over The Storeless Generation

COLUMBUS, Ohio, Aug. 26, 2014 /PRNewswire-iReach/ -- Online shopping continues to grow, despite the fact that customers must delay instant gratification by having to wait for their purchase to be shipped.

According to a recent syndicated study conducted by WD Partners, a customer experience expert for global food and retail brands, shoppers choose to shop online instead of at physical retailers because they simply do not want to go into stores. Consumers are frustrated with the way stores blatantly waste their time.

One way retailers have tried to solve these problems is with Buy Online Pickup In Store (BOPIS). This new research, "The Next Killer App: Stores," shows retailers how they can efficiently and rapidly execute a BOPIS concepts that customers like, and will help them compete against major online retailers like Amazon.

"Stores must be more than stores, they must serve dual purposes and evolve if they are going to win over the Storeless Generation," said Lee Peterson, Executive Vice President of Brand, Strategy & Design at WD Partners. "Retailers who can't provide a social experience for its customers will permanently close their doors."

The study also reveals that the mindset of the Storeless Generation is different. This generation grew up with chain-stores that forced the burden of fulfillment on them. They crave social experiences and want shopping to be a social event, but stores have made it miserable. If physical retailers are looking for ways to win back this generation of shoppers they are going to need to make the appeals of online shopping apparent and integrated into the in-store experience.

"BOPIS is a short-term fix that fulfills a functional need," said Peterson. "To stay relevant stores must fulfill social needs by being places for escape, experience and inspiration."

About the Next Killer App: Stores Study

The study is based on quantitative and qualitative shopper research. The methodology allowed WD to dig deeper and search for insights beyond consumer and shopper behavior, uncovering desire. In April 2014, WD surveyed more than 1,500 consumers using a nationally syndicated panel. Respondents were screened based on their use of buy online pickup in store shopping behavior and results are based on the top-two boxes marked. Following the quantitative study, WD's Insights & Strategies team conducted a series of in-depth group discussions among frequent BOPIS shoppers representing three generations–Young People, Gen-X and Boomer.

Click here to learn more about the study.

About WD Partners

With a team of more than 400 designers, strategists, researchers, architects, engineers and program managers, WD innovates the customer experience for global food and retail brands. WD serves a variety of industries, including big box and specialty retail, CPG, foodservice, grocery, and convenience. Some of the major brands we work with are The Home Depot, Whole Foods Market, Samsung,  CVS, Emart, Finish Line, Fossil Inc., Luxottica, Tim Hortons, Wendy's International, and Electrolux. In business for 46 years, WD has 9 locations across the globe. For more information, visit

Media Contact: Kristin Deuber, Gallagher Consulting Group, (614) 975-4186,

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SOURCE WD Partners



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