Curious about BOPIS, and why it matters for your business?
While the term BOPIS has been made prominent by the pandemic, it’s a practice that has been around for a while. Standing for “buy online, pick up in store,” BOPIS covers any transaction that occurs online or on a mobile device, and requires the customer to pick up the item at a physical location (whether in-store, curbside, or locker).
In the past, BOPIS has been more common with in-demand or big-ticket items like electronics. In that sense, BOPIS allowed customers to skip long lines or reserve products before stores sell out. Today, BOPIS has taken on a new importance, both for the convenience it offers customers in terms of same-day pickup, and for extending a lifeline to retailers during extended lockdowns.
Retailers new to BOPIS may continue offering it as an option even as life normalizes post-pandemic. Recent surveys show that 61% of retailers say BOPIS is at the top of their omnichannel strategy.
BOPIS offers several benefits to merchants and customers, including:
Convenience and speed
BOPIS gives consumers the ease of online shopping and checkout, while eliminating shipping time or pricey last-mile courier costs. This saves money for merchants, too, who often have to bear a greater share of shipping or courier costs than the customer. Lastly, customers are more likely to opt for your business when they know items are in-stock, and they can easily order, pay, and pick up the same-day.
Inventory management
Pre-BOPIS, retailers had two (or more) inventory systems--one for distribution centers/online orders, and one for in-store stock. BOPIS has moved many retailers towards an integrated system, which provides greater oversight into overall stock and allows for items that are out-of-stock in-stores to be shipped from distribution centers for local pickup.
Increased traffic
It’s not uncommon for customers to shop retail stores when they pick up their order. While this is less of an option during the pandemic, merchants can expect BOPIS orders to result in additional foot traffic, more upsells, and increased customer loyalty.
Whether you already have BOPIS implemented or are integrating it in your omnichannel strategy in response to the pandemic, keep the following insights in mind to ensure your system runs smoothly--especially during the holiday rush.
1. Implement the right back-end infrastructure
BOPIS options should integrate seamlessly with the normal online shopping experience. For most retailers, this means product pages show both delivery and local pick-up options, with real-time inventory availability. Retailers with multiple local locations should offer a zip code or map search option so customers can select the store most convenient to them. The checkout experience should be consistent as well, from saved billing details and rewards program integration to BNPL options like Afterpay.
2. Communicate the benefits to consumers
Customers new to BOPIS might have questions about the process, or be unsure of the benefits. Including information, either as an FAQ or simple explanation, on your site can help convert more shoppers. Clearly explain the process and detail benefits such as quicker pick-up, guaranteed product availability, zero shipping fees, and during the pandemic, reduced touchpoints.
3. Provide clear directions
BOPIS protocols can vary widely between retailers. Some offer nearly immediate pickup, while others take a few hours to fulfill and prepare orders. Larger retailers may offer pickup reservations to ensure speedy service and reduce the amount of shoppers on location. Importantly, tell customers what they need to bring in order to pick up their items--whether a photo ID, email receipt, QR code, or otherwise. Clearly list these protocols before checkout, and again in the order confirmation email.
4. Reduce touchpoints at pickup
As more customers choose BOPIS to avoid in-store shopping, it will be critical to reduce physical touchpoints. Curbside pickup is widely considered the safest option as it eliminates the need to enter a store or interact directly with employees or other customers. If customers do need to sign for their items, offer mobile POS systems when possible to space out customers, and ensure pens, keypads, or tablet surfaces are sanitized between customers.
At Afterpay, we’re continuing to track emerging and evolving retail trends--from BOPIS to buy now, pay later. To learn more, including how to integrate Afterpay into your omnichannel sales strategy, continue following our retailer blog or reach out to our team by clicking here.
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