Think With Google: Mobile Searches For ‘Same Day Shipping’ Are Up 120 Percent
Amazon has raised consumer expectations significantly — but through strategic partnerships and in-store initiatives, brick-and-mortars can 'deliver' on a same-day promise.
Mobile searches related to “same-day shipping” have grown over 120 percent since 2015, according to research from Think With Google — reinforcing the need for brick-and-mortar retailers to diversify their same-day pick-up and shipping options in the age of Amazon.
As people have come to expect instant or near-instant delivery from both e-commerce giants and on-demand delivery providers like Postmates, expectations for immediacy are high — so it’s no surprise that consumers are starting their days by turning to their devices to find this level of service.
“Searches for “same-day shipping” peak first thing in the morning,” writes Google’s Lisa Gevelber in a blog post. “Rather than running an errand on the way to work, people are turning to their devices with the expectation that they can find a business that can help them immediately.”
Partnerships Or Pick-Up?
It isn’t feasible for all brick-and-mortar businesses to provide same-day delivery on their own; not everyone can have the reach and warehouse/fulfillment center options as an Amazon. But there are significant opportunities for physical retailers to meet consumers’ rising delivery expectations.
The first option is to partner with on-demand delivery providers in urban areas where a retailer has a physical footprint: As we’ve seen over the past two years, chains from Pottery Barn to Starbucks have struck on-demand partnerships with the likes of Postmates and Munchery in order to offer one-hour delivery from stores directly to customers accustomed to the immediacy of their favorite on-demand apps.
The second solution? It’s worth considering that perhaps “same-day delivery” doesn’t really need to be delivery at all to meet customers’ needs: In-store pick-up programs can serve the desire to order something seamlessly on mobile via text or voice — and then retrieve it at a nearby store at the purchasers’ convenience.
This might be the best option for brick-and-mortars hoping to boost sales by blending the online and offline worlds: After all, 82 percent of Millennials believe it’s still important for brands to have physical stores — and approximately half of consumers overall planned to take advantage of in-store pickup programs in these stores over the 2017 holiday shopping period.
The other benefit? Across demographics, the majority of shoppers make an additional purchase during an in-store pick-up.