Beyond BOPIS | Next Level Fulfillment

BOPIS is an effective way for retailers to scale their fulfillment operations. Here are some best practices to implement.

In-store and online shopping have their benefits, but also their disadvantages. Some clients prefer in-store shopping, but hate to scour through items to find what they’re looking for. Online shopping solves this problem, but customers must pay for shipping and wait for their order.

Buy online, pick up in store (BOPIS) offers the convenience of online shopping, allowing customers to avoid shipping costs and wait times for their order. This is why 50% of consumers use BOPIS.

But what is BOPIS? What are the ways retailers can maximize sales and performance with this fulfillment method?

 

What is BOPIS in Retail?

Buy online, pick up in store is a retail strategy that combines the convenience of eCommerce with the in-store shopping experience. Customers can order their products online and pick them up at the company’s brick-and-mortar store.

While pick-up times may vary, most stores will have the order ready on the same day the customer made the purchase.

 

How Does BOPIS Work?

When customers are shopping online and are ready to check out, they will see a BOPIS option in the shipping window. This option is typically free and offers shorter wait times compared to traditional shipping.

The BOPIS system will request the customer’s contact information, usually their phone number or email address.

The platform will send them automated messages when their order is being fulfilled and when it’s ready for pick-up. Once the order is ready, customers will visit the brick-and-mortar store and provide their information to an associate, who will then deliver their order.

There are essential facts to know about BOPIS for both customers and retailers. Most BOPIS platforms won’t charge the customer until they pick up their order. 

Once the order is ready, the customer has a limited number of days―no longer than one week―to pick up their purchase. If the buyer doesn’t collect their order, they won’t be charged, and an associate can return the items to the floor.

It’s also important to note that customers can make additional purchases in-store, or order other items online.

Why Should You Try BOPIS

Buy online, pick up in store has become an essential fulfillment option for businesses with both online and in-store operations, as well as those seeking to deliver an omnichannel eCommerce experience. Here are the benefits that retailers can expect to gain from implementing this strategy.

 

Faster and Convenient

Fulfillment for BOPIS is quick and less complex than traditional shipping. Once a customer requests an order, the Point of Sale (POS) system will notify the in-store associates. 

The associates will select the items and package them up. After, they inform the customer that their order is ready. The associates will keep the order in a secure location until the customer arrives.

There are many reasons why this set-up also works for customers. Buyers not only experience fewer wait times, but they also have more control over when they pick up their order. This is particularly attractive for those who work all day and are concerned about unattended packages left in front of their home or in their mailbox.

 

Improved Customer Satisfaction

44% of customers don’t want to wait more than two days for their order. However, if customers opt for free shipping, they can expect to wait between four and seven days for their delivery.

Buy online, pick up in store is the best of both worlds. Customers don’t need to pay for shipping, but can still get their purchase within 24 hours. This flexibility increases customer satisfaction and may lead to repeat purchases.

 

Less Inventory and Order Management

Inventory and order management are strenuous tasks, especially for multi-channel eCommerce stores. With BOPIS, all operations run from a centralized system, making order fulfillment less of a hassle for staff members.

Plus, retailers don’t need to worry about having a separate warehouse or distribution center. All inventory can be stored at your brick-and-mortar store, resulting in easier stocking and faster online order fulfillment.

This also offers the extra benefit of lower costs. Retailers don’t need to hire additional staff or rent out another location. They can handle everything from one place, offloading order picking and packing to store associates, scaling fulfillment, and reducing expenses.

 

No Shipping Concerns

In addition to not having to manage inventory or orders, retailers don’t need to worry about shipping. Without the need to ship items, retail associates can fulfill online orders in-store and wait for customers to collect their purchases.

This reduces many inconveniences for the retailer. For example, retailers don’t need to hire a freight company or negotiate with shipping carriers for local selling. This reduces time and costs for retailers.

 

Increase Profits

Shipping fees are one of the primary reasons customers abandon their shopping carts. If they see a free and quick shipping option, they will accept it.

Buy online, pick up in store also offers a huge profit-boosting opportunity for sellers. Since your customers enter your store, they may pick up additional products. This upselling strategy provides a straightforward approach for retailers to boost sales.

Additionally, a BOPIS system reduces fulfillment and shipping costs for retailers, resulting in even greater profits.

 

BOPIS Challenges to Expect

While BOPIS offers many benefits, retailers will also face some challenges. First, if retail associates are busy handling in-store customers, it will take them a while to fulfill online orders.

Technology is also an essential component of an effective BOPIS strategy. Retailers should use a POS system that links their brick-and-mortar store to their online operations to deliver quick and accurate order notifications to store associates.

While BOPIS eases inventory management, stores should still have accurate stock levels. If a store hasn’t updated its inventory and can’t fulfill an order, then customer satisfaction levels will tank.

BOPIS Strategies to Know

With the right strategy, BOPIS is a very straightforward process. Here are some helpful tactics to implement:

• Give customers control. There are several ways retailers can provide customers with more control. Allow them to set a pickup day and time, select their preferred location, and offer the option to save their preferences for future orders.

• Build a dedicated BOPIS website. If your business relies more on BOPIS than traditional shipping, create a BOPIS-specific website. Not only will this make the purchasing process easier for customers, but it can also increase upselling and cross-selling opportunities by incorporating product recommendations and other eCommerce features.

• Advertise your BOPIS option. Since BOPIS offers numerous advantages for customers, ensure they are aware of this option. Promote and advertise BOPIS in your store and on your website. Include this option on product pages and highlight it during the checkout process.

 

Best Practices When Using BOPIS

There are many ways to implement a BOPIS strategy that maximizes customer satisfaction. Here are a few examples:

• Improve the in-store experience. Creating an effective BOPIS strategy is as simple as ensuring customers have a seamless experience when they’re at your physical location. Exercise excellent communication and provide clear instructions on how to pick up their order. For optimal results, allocate a dedicated area where customers can collect their orders.

• Offer different shipping options. While BOPIS is free and quick, many customers may still prefer same-day shipping. Offer different shipping options, especially if customers have a big order that qualifies for free shipping. Others may prefer curbside delivery. You can also include buttons on products that indicate whether they’re available in stores.

• Utilize the latest technology: Numerous tools are available that enable retailers to implement BOPIS, including order management systems. For best results, use a single platform that can handle everything – inventory management, shipping, and a POS system.

 

BOPIS FAQs

What is click and connect? Is it the same as BOPIS?

Click and collect is the same as BOPIS. Some stores may refer to it as click and collect, while others use “buy online, pickup in store.”

 

What’s the difference between curbside pickup and BOPIS?

Curbside pickup is another popular BOPIS option. But unlike BOPIS, where customers must enter the store, they can park in a designated area for curbside pickup. 

Curbside pickup gained popularity during the pandemic, as customers opted to avoid entering stores. Since it’s convenient and offers the same perks as BOPIS, it’s still a popular pickup option.

 

What is ROPIS, and does it differ from BOPIS?

ROPIS (reserve online, pickup in store) is another type of BOPIS. However, with ROPIS, you reserve your order online, but it’s not purchased until you’re in the store.

This option is ideal for customers who wish to view the item first or try it out before making a purchase.

 

Scale Fulfillment With BOPIS

Buy online, pickup in store (BOPIS) combines the best of the in-store experience with the convenience of shopping online. It’s ideal for retailers that operate in both physical and online spaces, especially those with an omnichannel strategy.

While BOPIS is an effective way to scale fulfillment, it’s not the only way to grow your business. Our Omnichannel Growth Accelerator is the ideal solution for large organizations that operate across multiple channels or are poised to expand their online presence. 

Author

Stephanie Jensen has been writing ecommerce content for seven years, and her copy has helped numerous stores rank on Amazon. Follow her on LinkedIn for more insight into freelance writing and creating high-quality content.

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