BOPIS, or Buy Online, Pick-up In Store, is a retail strategy that has gained significant popularity in recent years. This omnichannel approach allows customers to shop online and then collect their purchases from a physical store location. In this article, we will explore the meaning of BOPIS, how it works, its benefits for both customers and retailers and some real-world examples of successful BOPIS implementations.
Table of Contents
What Is BOPIS?
BOPIS, also known as “click and collect” or “buy online and pick up in-store”, is a retail fulfilment method that combines the convenience of online shopping with the immediacy of in-store pickup. Customers can browse and purchase items online, and then choose to collect their order from a designated store location rather than having it shipped to their home.
The global BOPIS industry is growing rapidly, with a projected compound annual growth rate (CAGR) of 19.3%, expected to reach $703.2 billion by 2027. This growth has been further accelerated by the COVID-19 pandemic, as consumers seek out safer, more convenient ways to shop.
Examples of BOPIS
Many well-known retailers have successfully implemented BOPIS strategies:
- Walmart offers extensive grocery pickup options, with orders ready within hours.
- Target provides 2-hour pickup and campus locations tailored to college students.
- Nordstrom has dedicated Nordstrom Local spaces for BOPIS orders.
- Best Buy converted stores to curbside pickup only during the pandemic.
- The Home Depot has specialised lockers for online order pickup.
- Whole Foods provides free BOPIS for Amazon Prime members.
How Does BOPIS Work?
The BOPIS process typically involves the following steps:
- Customers browse and purchase items online, selecting in-store or curbside pickup at checkout.
- The order is sent to the designated pickup store location, where associates collect and package the items.
- Customers are notified when their order is ready for pickup.
- Customers visit the store to retrieve their order from a designated counter, curbside spot, or automated locker.
To facilitate a seamless BOPIS experience, retailers rely on several key components:
- POS (Point of Sale) Software: Enables customers to purchase online and notifies stores to fulfil orders.
- Inventory Management: Uses store inventory or ships from the warehouse to collate pickup orders.
- Designated Pickup Location: A special desk, curbside spot, or automated locker for customers to collect orders.
- Notification System: Alerts customers when their order is ready via email, text, or app push.
Benefits of BOPIS
Benefits to Customers:
1. Convenient
BOPIS offers customers the convenience of shopping online without the need to wait for shipping or pay for delivery. They can collect their items at a time that suits them, often within hours of placing their order.
2. No Shipping Fee
By opting for in-store pickup, customers can avoid shipping fees, which can be particularly beneficial for bulky or heavy items.
3. Inspecting Products Before Purchase
BOPIS allows customers to inspect their purchases upon pickup, ensuring they are satisfied with the items before taking them home. This can reduce the likelihood of returns or exchanges.
4. In-stock Insurance
When shopping online, customers can be assured that their selected items are in stock and ready for pickup, eliminating the frustration of out-of-stock products or delayed shipments.
Benefits to Retailers:
1. Extra Purchases From Customers
BOPIS can drive incremental in-store sales, as customers may be tempted to make additional purchases when they visit the store to collect their online orders.
2. Lower Shipping Costs
By encouraging customers to pick up their orders in-store, retailers can save on last-mile delivery and individual order packaging/shipping costs.
3. Better Inventory Management
BOPIS helps retailers improve inventory accuracy and management across online and offline channels, reducing the risk of stockouts or overstocking.
4. Increased Traffic And Sales
Offering BOPIS can expand a retailer’s customer base and revenue potential by making stores more accessible and convenient for online shoppers.
5. Improved Customer Experience
BOPIS enables retailers to serve online customers in-person, providing better service and promoting loyalty through face-to-face interactions.
Conclusion
As e-commerce continues to grow and customer expectations evolve, BOPIS has become an essential strategy for retailers looking to bridge the gap between online and in-store shopping. By offering the convenience of online purchasing combined with the immediacy of in-store pickup, BOPIS provides a win-win solution for both customers and retailers.
However, implementing a successful BOPIS program requires careful planning and execution. Retailers must invest in robust inventory management systems, streamline order fulfilment processes, and train employees to handle BOPIS orders efficiently. By optimising the BOPIS experience, retailers can drive sales, increase customer satisfaction, and foster long-term loyalty in an increasingly competitive retail landscape.
Frequently Asked Questions (FAQs):
1. Can I change my mind after placing a BOPIS order?
Most retailers allow customers to modify or cancel their BOPIS order before it has been prepared for pickup. Check with the specific retailer for their policy on order changes.
2. What if the item I ordered is not available when I arrive for pickup?
If an item is unavailable at the time of pickup, the retailer will typically offer a substitute product, a refund, or the option to ship the item to your home once it’s back in stock.
3. Can I reserve items for BOPIS without purchasing them?
Some retailers offer a “Reserve Online, Pick Up In-Store” (ROPIS) option, which allows customers to reserve items without payment and then decide on purchase during pickup. However, this is not as common as the standard BOPIS model.
4. What is the difference between BOPIS and curbside pickup?
BOPIS and curbside pickup are similar, but with curbside pickup, customers do not need to enter the store. Instead, they park in a designated area, and a store associate brings their order out to their vehicle.
5. Can someone else pick up my BOPIS order?
Many retailers allow a designated alternate person to pick up a BOPIS order. The person picking up the order typically needs to provide the order number and a valid ID.
6. How do I cancel a BOPIS order?
To cancel a BOPIS order, contact the retailer directly or log into your account on their website or app. Cancellation policies may vary depending on the retailer and the status of your order.
7. Are there any fees associated with BOPIS?
Generally, there are no additional fees for using BOPIS. However, some retailers may charge a fee for orders not picked up within a specified timeframe.
8. How can I track my BOPIS order status?
Retailers typically provide order status updates via email, text message, or through their website or mobile app. These updates will notify you when your order is ready for pickup.
9. Is BOPIS available for all types of products?
BOPIS availability may vary depending on the retailer and the product type. Some items, such as perishable goods or age-restricted products, may not be eligible for BOPIS.
10. What should I do if my BOPIS order is incorrect?
If you discover an issue with your BOPIS order, contact the retailer’s customer service or return to the store where you picked up the order. Most retailers will work to resolve the issue promptly, offering a refund, exchange, or additional pickup.
