Buy Online, Pick Up In-store (BOPIS), aka click and collect, is a game-changer for retailers looking to boost foot traffic and seamlessly blend their online and offline experiences. This option gives retailers the power to merge the convenience of online shopping with the personal touch of in-store visits. It’s a win-win, drawing customers in while making their shopping experience smoother.
As more retailers include BOPIS in their omnichannel strategies, it’s key to understand what it is and why today’s shoppers expect it. Keep scrolling down for more information.
How Does Online Pick Up In-store Work?
Buy Online, Pick Up In-store (BOPIS) is a retail service that combines the ease of online shopping with the convenience of in-store pickup. It gives customers more control over how they receive their purchases and simplifies the shopping experience.
Here’s a closer look at how BOPIS operates:
Customers Buy Online
The process begins with shoppers browsing and purchasing items through a retailer’s website or app. During checkout, they select a nearby store for pickup, choosing a time that suits their schedule. This is made seamless through real-time visibility of local inventory, allowing customers to know instantly whether an item is available or will need to be shipped from another location.
Order Fulfillment
Once an order is placed, there are two possible fulfillment paths:
- If the item is available in the chosen store, an associate quickly picks, packs, and reserves it for the customer. Notifications via email or text are sent once the order is ready, cutting down on the customer’s wait time and eliminating the hassle of searching in-store.
- If the item is not available locally, it’s ordered from a nearby store or warehouse and delivered to the selected pickup location. Once it arrives, the customer is notified that the product is ready for collection.
Customer Pickup
The final step involves the customer retrieving the order. Shoppers can either head inside to a designated pickup area or take advantage of curbside pickup, where an associate delivers the items to their vehicle. This efficient and contactless option adds an extra layer of convenience, particularly when time is of the essence.
Key Pros of BOPIS
By integrating BOPIS, retailers can unlock several key benefits like:
Reduced Shipping Costs
Shipping directly to customers can be costly for retailers, with expenses like packaging and labor quickly accumulating. BOPIS cuts these costs by allowing customers to pick up in-store. This eliminates the need for home delivery while still offering the convenience of fast, free shipping.
Lower Cart Abandonment Rates
High shipping costs and lengthy delivery times are two major reasons for abandoned shopping carts. BOPIS addresses these pain points by giving customers an alternative that removes the frustration of expensive fees and long waits. This increases the likelihood that customers will complete their purchases.
Faster Service
When customers need an item quickly, BOPIS provides a faster solution than traditional shipping. Ordering an in-stock product online and picking it up within hours is often quicker than waiting for a multi-day delivery, especially for those seeking immediate satisfaction.
In-Stock Assurance
BOPIS ensures that the items customers order are available for pickup at their chosen store. It eliminates the disappointment of arriving to find an item unavailable, giving customers peace of mind that their order is ready as promised.
Increased Store Traffic
BOPIS can drive foot traffic to physical stores, something many retailers struggle with as online shopping dominates. Importantly, nearly half of shoppers make additional purchases when they come to collect their orders. This provides retailers with an opportunity to highlight new arrivals and in-store promotions.
Tactics to Apply Buy Online, Pick Up In-Store (BOPIS) in BigCommerce
Setting Up Your BigCommerce Store for BOPIS
Begin by integrating a flexible BOPIS system into your BigCommerce store. Ensure the platform supports location-based inventory management and allows customers to select a preferred pickup location during checkout. Plus, clear instructions and notifications should guide shoppers from the moment they add an item to their cart until they arrive at the store to collect it.
Streamlining the Order Fulfillment Process
Efficiency in fulfillment is critical for BOPIS success. Ensure your team can quickly pick, pack, and prepare items for customer pickup. Implement real-time inventory updates in BigCommerce so customers only see available products. By minimizing wait times and automating stock level updates, retailers can reduce errors and enhance the speed of service.
Enhancing Customer Experience with BOPIS
The BOPIS journey should be simple and convenient for customers. Offer clear pickup instructions, multiple communication options (email, text, or push notifications), and easy access to store location details. Consider adding curbside pickup for those seeking an even more convenient, contactless option.
Leveraging BOPIS for Marketing and Sales Growth
BOPIS isn’t only a fulfillment option but also a powerful marketing tool. Use it to drive in-store visits by promoting BOPIS-exclusive discounts or highlighting in-store-only products. This approach can help increase foot traffic and encourage additional purchases when customers pick up in-store. Additionally, email campaigns that emphasize the convenience of BOPIS can drive more customers to choose this option.
Tracking and Analyzing BOPIS Performance in BigCommerce
Regularly track your BOPIS performance using BigCommerce analytics tools. Monitor metrics such as order fulfillment times, customer satisfaction ratings, and any potential issues with product availability. Data-driven insights will help refine your process and identify areas for improvement.
Overcoming Common Challenges with BOPIS in BigCommerce
There can be challenges with implementing BOPIS, such as managing inventory across multiple locations or ensuring timely order pickups. To address these issues, provide store associates with the right tools for order tracking and fulfillment.
Ensure real-time communication between your online platform and physical stores to prevent errors like stock discrepancies. Training staff on handling BOPIS orders efficiently will also help resolve potential bottlenecks.
How Atom8 Can Help With BOPIS?
Atom8 by GritGlobal can significantly enhance the BOPIS process for BigCommerce retailers by automating key aspects of operations and improving efficiency. Here is how the BigCommerce Automation solution can help:
- Sales automation: Automatically schedule promotions and adjust product visibility. This ensures real-time updates on available stock for pickup, preventing out-of-stock issues.
- Customer notifications: Automate personalized emails and alerts, keeping customers informed about their order status and pickup details without manual work.
- Inventory control: Monitor stock levels with automated alerts, ensuring smooth BOPIS fulfillment. Detailed reports help optimize stock for pick up in-store.
- Customer segmentation: Segment customers based on behavior to target BOPIS promotions, boosting repeat visits and sales.
Conclusion
While the COVID-19 pandemic may have been the catalyst behind the explosive growth of Buy Online, Pick Up In-store (BOPIS), it’s definitely not just a passing trend. The truth is, shoppers are always craving convenience, and this model is here to stay.
So BigCommerce merchants need to embrace it now if they want to stay ahead of the game. You can also consider using Atom8 to take the game to the next level by automating tasks like scheduling promotions and updating product visibility. Contact us now for more information.
