Definition - What is Buy Online, Pickup In-Store？
Buy Online, Pickup In-Store (BOPIS) is a fulfillment method where customers can purchase items online through a retailer's website or app, and then choose to pick them up at a physical store location instead of having them delivered to their home address.
Best practices
For Retailers
Inventory Accuracy & Real-Time Updates
Accurate and up-to-date inventory levels are crucial for BOPIS's success. Ensure your online inventory reflects what's available in your stores to avoid disappointing customers with out-of-stock items upon arrival for pickup. Implement real-time inventory management systems to keep online and physical store stock synchronized.
Clear Communication & Order Status Updates
Keep customers informed throughout the process. Provide clear instructions on the BOPIS checkout process, estimated pickup times, and notification options when their order is ready.
Streamlined In-Store Pickup Process
Make the in-store pickup process quick and easy. Dedicate designated pickup areas with clear signage to avoid confusion. Train staff to efficiently locate and handle BOPIS orders, ensuring minimal wait times for customers. Consider offering curbside pickup for added convenience.
Promote BOPIS as a Benefit
Highlight the advantages of BOPIS to your customers. Advertise faster pickup times, avoiding delivery costs, and the ability to see products before purchase as reasons to choose BOPIS at checkout.
Incentivize BOPIS Orders
Consider offering incentives to encourage customers to choose BOPIS. This could involve exclusive discounts, loyalty program points, or early access to new products for BOPIS orders.
For Customers
Plan Your Purchase
When choosing BOPIS, consider the travel time and store location to ensure it's convenient for pickup.
Review Pickup Instructions
Carefully read the instructions provided by the retailer on the pickup process, including designated areas, required ID, and any time limitations for collecting your order.
Track Your Order
Most retailers offer online order tracking. Utilize these tools to monitor the status of your order and estimate when it will be ready for pickup.
Communicate Delays
If you anticipate delays in picking up your order, communicate with the store if possible. Some retailers may have policies on how long they hold BOPIS orders.
Importance & Benefits
For Customers, BOPIS is All About Convenience
Goodbye Waiting
BOPIS eliminates the waiting game of home delivery. Customers can browse online at their own pace, then swing by the store to grab their purchases, often within the same day.
Cost Savings
Depending on the retailer's policy, BOPIS can bypass delivery fees, saving customers money.
Inventory Certainty
No more wondering if an online order will be fulfilled. With BOPIS, customers can see if an item is available for pickup before heading to the store, avoiding wasted trips.
Enhanced Control
BOPIS empowers customers. They can choose the perfect time to pick up their purchases, fitting it seamlessly into their schedule.
For Retailers, BOPIS is an Efficiency Powerhouse
Sales Boost
BOPIS can incentivize online purchases, potentially leading to increased sales compared to in-store browsing alone. Customers who hesitate to buy online due to delivery wait times might be swayed by the immediate pickup option.
Cost Control
Reduced reliance on home delivery translates to lower shipping expenses for retailers.
Foot Traffic Magic
BOPIS draws customers into physical stores. While picking up their online orders, they might browse other items, leading to impulse purchases and increased overall sales. This also allows retailers to showcase their physical presence and potentially convert online-only customers into regular store visitors.
Inventory Optimization
BOPIS leverages existing store inventory, streamlining fulfillment processes and potentially reducing the need for additional warehouse space or complex logistics.
Customer Satisfaction Champion
A smooth BOPIS experience fosters happy customers, leading to loyalty and repeat business. By offering convenience and control, retailers can build stronger customer relationships.