Merging the ease of eCommerce with the instant gratification of in-store shopping
“Buy Online, Pick Up In-Store” (BOPIS), sometimes known as “Click and Collect,” merges the ease of online shopping with the convenience of picking up items in a physical store.
This approach is a key part of many retailers’ omnichannel strategies, offering a blend of digital convenience and tangible presence.
This blog outlines everything you need to know about BOPIS in modern retail.
How BOPIS works: A simple walkthrough for retailers
Understanding the mechanics of BOPIS is the first step toward appreciating its value for your business and your customers. The process begins when customers browse and purchase items on a retailer’s website or app, similar to traditional eCommerce. At checkout, they select a physical store location for pickup and complete the payment online.
Once the online purchase is made, the order is routed to the selected store. Store employees then pick and prepare the items for pickup. After the order is ready, the customer receives a notification, which could be an email, text, or app notification, informing them that their purchase is ready for retrieval. Finally, the customer goes to the designated pickup area in the store, which might be a customer service desk, a dedicated counter, or even lockers, and presents their ID and/or order confirmation to retrieve their purchase.
The undeniable benefits of BOPIS for your customers
For your customers, BOPIS offers a compelling set of advantages that can significantly enhance their shopping experience and build loyalty.
One of the major draws is the avoidance of shipping costs, which can be a significant saving, especially for smaller purchases. Additionally, customers benefit from faster fulfillment, often able to pick up their orders within a few hours or the same day, much quicker than waiting for home delivery. This offers a sense of instant gratification that traditional eCommerce often can’t match.
BOPIS also provides immense convenience and flexibility. Customers can shop anytime and anywhere online and then pick up their items at a time that suits their schedule, allowing them to avoid crowded aisles or waiting for deliveries. They also gain inventory assurance, knowing that the item is in stock at their chosen store before they even make the trip.
In situations where health concerns are a priority (as we saw during the COVID-19 pandemic), BOPIS offers a quicker, often contactless, way to get purchases, reducing physical interaction. Furthermore, if there’s an issue with the product, customers often find it easier to handle returns or exchanges immediately at the pickup location.
Strategic advantages for retailers embracing BOPIS
The benefits of BOPIS extend well beyond customer satisfaction, offering substantial strategic advantages for your retail operation.
When customers visit your store for pickups, nearly half of them make additional, impulse purchases, directly boosting your in-store sales and increasing overall foot traffic. This turns an online transaction into an opportunity for further engagement. Retailers also see a direct financial benefit by reducing shipping costs, as BOPIS helps save on last-mile delivery expenses.
From an operational standpoint, BOPIS leads to improved inventory management by leveraging store inventory and optimizing stock levels across different channels. It also reduces the need for large, centralized distribution centers for all online orders and inherently “forces” better inventory accuracy. Providing such a convenient shopping option enhances the customer experience and builds loyalty, helping you attract and retain customers. Offering BOPIS also provides a competitive advantage, helping your business compete effectively with online-only businesses and other retailers.
Lastly, the in-store visit creates an opportunity for cross-selling and upselling, as staff can interact with customers and suggest complementary products.
Overcoming the hurdles: Common challenges in BOPIS implementation
While the benefits are clear, implementing BOPIS effectively does come with its own set of challenges. Addressing these proactively is key to your success. Maintaining real-time, accurate inventory across online and physical store systems is paramount. Inaccurate stock information can quickly lead to frustrated customers.
Operational efficiency and store labor are also significant considerations. Stores need efficient processes for picking, packing, and staging orders. This often requires dedicated staff, thorough training, and potentially re-evaluating store layouts to accommodate BOPIS operations without disrupting regular in-store shopping. Customers also have rapid fulfillment expectations, sometimes within hours, which puts pressure on store staff and systems to deliver quickly.
Furthermore, there’s a need for infrastructure and technology investment. Implementing robust inventory management systems, order management systems, and a user-friendly online platform is crucial and can require significant capital. Tools like Tulip In-store Fulfillment can assist here by providing simplified packing workflows, allowing associates to efficiently pick and pack items, and integrate with existing inventory and order management systems. Space allocation within the store is another practical challenge, as dedicated areas are often needed for storing and organizing BOPIS orders.
Finally, clear and timely customer communication about order status, pickup instructions, and any potential delays is essential to manage customer expectations effectively. Tulip In-store Fulfillment also offers centralized communication capabilities to help manage customer outreach.
Bringing it all together
In essence, BOPIS is a win-win strategy when executed effectively, offering convenience and cost savings to customers while driving sales and operational efficiencies for retailers. However, its success heavily relies on the strong integration of online and in-store operations and a dedicated focus on the customer experience.
Learn more
Ready to learn more about how BOPIS can transform your business? You’re in the right place.
Tulip’s Store Fulfillment solution facilitates curbside pickup, in-store pickup, and ship-from-store in order to give customers the flexibility to shop how they want.
Book a demo with our team today to see it in action.
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