The Rise of the Click and Collect Superconsumer Research Study

White papers

OMS

The Rise of the Click and Collect Superconsumer Research Study

Identifies four Click and Collect consumer segments among North American shoppers and details behaviors of the Superconsumer group that shops online 45 times per year.

Published

June 4, 2026

Read time

3 min read

Source

This 2017 vendor white paper presents quantitative survey results from 1,631 North American online shoppers across eight non-grocery categories. It defines four Click and Collect segments (Superconsumer, Occasional, Non-User, Lapsed) using CHAID analysis and demographic profiling. The study quantifies Superconsumer traits including higher purchase frequency, unplanned in-store add-ons averaging $40, lower return rates, and preference for in-store pickup and returns.

Key takeaways

Superconsumers are 24-49 year old females earning $50k+, using Click and Collect for 2+ years

Superconsumers shop online 45 times per year versus 39 times for Occasional consumers

26% of surveyed shoppers qualify as Superconsumers and 26% as Occasional consumers

Superconsumers add unplanned items worth $40 on average during pickup and return fewer items

Clear pickup instructions, pleasant in-store experience, and multi-channel notifications drive loyalty

Market overview

SCR methodology note

Vendor landscape

Leaders

Implementation considerations

Important consideration

Original Source

Vendors mentioned in this report

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