Buy Online Pick Up in Store (BOPIS): Does It Work for Apparel Retailers?
The rise of e-commerce has revolutionized how we shop, and one of the most popular and effective hybrid retail models to emerge is Buy Online, Pick Up in Store (BOPIS). As the name suggests, BOPIS allows customers to purchase products online and pick them up at a physical store, blending the convenience of online shopping with the immediacy of brick-and-mortar retail.
In this post, we will look into the working principles of BOPIS and explore some of the creative ways you can make the best of it.
What is BOPIS and How Does It Work?
BOPIS, also known as “Click and Collect,” allows customers to browse and shop for products online and then pick them up from a nearby physical store. It’s a hybrid retail model that bridges the gap between e-commerce and brick-and-mortar stores, making it possible for shoppers to skip delivery fees and long wait times by collecting their orders in person.
Manage orders across all your sales channels efficiently with zero stress
How Does BOPIS Work?
Shop Online: Customers browse and purchase items on a retailer’s website or app, just like a regular online shopping experience.
Select Store Pickup: During checkout, customers select the “Pick Up In Store” option and choose a convenient store location where they’d like to collect their items.
Real-Time Inventory Check: The system checks the availability of the products at the chosen store location. If available, customers can often pick up their orders the same day, sometimes within just a few hours.
Order Confirmation: Once the order is processed and ready for pickup, the customer receives an email, SMS, or app notification with instructions for retrieving their items.
Pick Up at Store: The customer visits the store and either heads to a designated pickup area or opts for curbside pickup, where store staff bring the order out to the customer’s vehicle.
Benefits of BOPIS for Consumers
Convenience and Flexibility
BOPIS allows consumers to shop from anywhere at any time, avoiding the hassle of in-store browsing. Once an order is placed, they can pick up their items at their convenience, often on the same day. This makes shopping more flexible, especially for busy customers who may not be home for deliveries.
No Shipping Costs
One of the biggest advantages for consumers is avoiding shipping fees. BOPIS eliminates the need for delivery, meaning customers save on costs while still enjoying the ease of shopping from home.
Instant Gratification
Unlike standard online shopping, where consumers must wait for their items to be shipped, BOPIS offers near-instant fulfillment. Many retailers offer same-day or next-day pickup, providing customers with quick access to their purchases.
Easy Returns and Exchanges
If something doesn’t meet expectations, consumers can return or exchange their items directly in the store. This speeds up the process and eliminates the need for mailing returns.
Control Over Purchase Experience
With BOPIS, customers can inspect items upon pickup. If there’s an issue, they can immediately address it, ensuring they walk away with exactly what they need.
Benefits of BOPIS for Retailers
Increased Foot Traffic and Sales
BOPIS encourages customers to visit physical stores, which often leads to additional purchases. When consumers come in to pick up their orders, many will browse other products, increasing both foot traffic and overall sales.
Cost Savings on Shipping and Logistics
By encouraging in-store pickups, retailers can reduce their shipping costs and streamline inventory management. This also allows them to optimize last-mile delivery, a significant logistical expense for many businesses.
Cross-Selling and Upselling Opportunities
When customers visit stores to pick up their online orders, retailers have the perfect opportunity to recommend additional products or offer special in-store promotions. This can boost average order values and enhance customer relationships.
Improved Inventory Management
BOPIS requires retailers to have real-time inventory visibility across both online and physical channels. This not only improves operational efficiency but ensures products are available for quick pickup, enhancing the customer experience.
Best Practices for Implementing BOPIS
1. Seamless Integration Between Online and Offline Channels
To provide a smooth BOPIS experience, retailers must ensure their online and offline systems are fully integrated. This means:
- Real-time inventory tracking: Online shoppers should only be able to purchase items that are truly available in-store.
- Unified customer experience: The experience should feel consistent whether customers are shopping online or visiting the store. Clear communication about stock availability and pickup times is key.
2. Offer Real-Time Inventory Visibility
Customers expect to know whether their desired products are in stock before placing an order. Real-time inventory visibility across all store locations is critical for ensuring accuracy. Nothing is more frustrating for a customer than placing an order only to be informed that the item is unavailable after the fact.
Tip: Implement inventory tracking software that keeps stock levels updated in real-time across your website, mobile app, and store systems.
3. Streamline Order Fulfillment
Speed is one of the biggest advantages of BOPIS for customers, so retailers need to prioritize quick order fulfillment. Make sure that once an order is placed, it’s processed efficiently:
- Designate staff for BOPIS orders: Ensure that in-store employees are trained and dedicated to handling BOPIS orders promptly.
- Optimize store layout for BOPIS: Set up a clearly marked and easily accessible pickup area to minimize wait times.
4. Clear and Consistent Communication
Once an order is placed, keep customers informed every step of the way. Automated email or SMS notifications should update them about the status of their order—from order confirmation to when the item is ready for pickup.
5. Train Store Employees for a BOPIS-Friendly Experience
Your staff plays a crucial role in delivering a smooth BOPIS experience. Employees should be trained to handle BOPIS orders efficiently and be familiar with the processes involved, including order fulfillment, handling customer inquiries, and managing returns or exchanges.
Additionally, make sure your store employees are:
- Knowledgeable: They should be well-versed in how the BOPIS system works and how to troubleshoot issues.
- Customer-focused: A friendly, customer-first approach can make the BOPIS experience more pleasant for shoppers.
Conclusion
A successful BOPIS strategy can greatly enhance your customer experience, increase foot traffic, and drive sales, but it requires careful planning and execution. By following these best practices—seamless integration, real-time inventory tracking, efficient fulfillment, and excellent customer service—you can ensure that BOPIS becomes a valuable and effective part of your retail operations.
In today’s competitive retail landscape, providing flexible, convenient shopping options like BOPIS is essential for meeting customer expectations and staying ahead of the curve. Make sure you’re doing it right!
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