2. Improved shopping experiences
BOPIS combines the efficiency and convenience of online shopping with the immediacy and instant gratification of visiting a brick and mortar store.
Done right, it eliminates the risk of customers visiting a store and finding out that a product they want isn’t available.
Having multiple fulfillment options like BOPIS is a convenience consumers now expect. They want to be able to choose how to receive their items based on their plans that week, how much it’ll cost to do so and how soon they need the item.
3. Reduced last-mile shipping and returns costs
The BOPIS retail model presents cost saving opportunities for both retailers and customers.
For customers, they have the chance to save money and avoid the high shipping costs associated with same/next-day delivery. In fact, high shipping costs can be an active deterrent during online checkout, causing some to abandon their carts.
BOPIS can convert these cost-conscious shoppers into a sale and help you to avoid shipping charges if you usually offer free delivery once your customers hit a certain order value threshold.
Likewise, retailers can also save on returns costs. Whereas previously, customers would only be able to return goods via a courier or mail service - usually at the expense of the retailer, BOPIS enables them to now choose to return their items in store. This is convenient for the customer and inexpensive for the retailer.
4. Increased online conversion
As we’ve established, 40% of consumers use BOPIS services to avoid delivery charges and another 7% feel more confident about actually receiving their purchases if they pick them up themselves.
This is a significant proportion of customers that you have the power to convert - simply by offering an order online pick up in store service.
Otherwise, these customers will be more likely to find a retailer that provides them with the freedom and flexibility they crave when it comes to shopping online.
Why retailers should adopt BOPIS
Alongside the benefits described above, the short answer as to why you should adopt BOPIS is that your big box competition are already offering it - and reaping the rewards.
In a recent survey conducted by fraud specialist and Brightpearl partner, Signifyd, retailers indicated that one of their biggest reasons for offering BOPIS was to remain competitive with other retailers.
And it’s easy to see why:
Home Depot’s first quarter ecommerce sales rose by 20% since offering BOPIS.
Petco’s first month of offering BOPIS transactions resulted in 100,000 BOPIS orders; a 5% increase in net new customers and ecommerce revenue.
While fashion giant, Nordstrom, claims: "When customers engage with us across stores and online, on average they spend five times more, and profitability per customer doubles.”
Furthermore, a report from Juniper Research predicts BOPIS will grow from $9bn today to $78bn by 2022, while 90% of retailers plan to implement a BOPIS online retail strategy by 2021.
If these figures alone are anything to go by, it suggests that BOPIS is a huge opportunity that is ready to be capitalized on.
How to deploy BOPIS
Consumers want to receive their purchases as quickly and easily as possible without having to pay more for that convenience.
However, most BOPIS options for retailers often include building complex, expensive and custom integrations with their webstore, or partnering with complicated ERP solutions. A Forrester Research report claims that the time it takes to institute BOPIS differs: “Project timelines can vary significantly: We spoke to one retailer that launched a ‘reserve-online/pick-up-in-store’ service in a matter of months, while others we spoke with, that launched more complex capabilities, took up to three years.”
At Brightpearl, we know it doesn’t have to be as complicated as this. Read on for best practice advice on how to deploy BOPIS with technology being - perhaps unsurprisingly - the foundational cornerstone of your pickup strategies.
Put your customers and their experiences first
The way you treat your customers when they’re first placing their order or when they come to pick it up will either make or break your BOPIS retail strategy.
To avoid the latter, consider these top tips for maintaining a customer-first approach when it comes to BOPIS:
Always over-communicate with customers. Keep your customers updated throughout every step of the process and provide clear instructions on where to pick up their items.
Facilitate an easy and memorable pick up. Retailers that can offer designated parking with a special in store welcome, sales associates that are skilled in recommending complementary items, and even branded BOPIS packaging, are all ways to impress and build customer loyalty.
Make it affordable. Research suggests that over 55% of consumers choose BOPIS as their preferred shopping method simply to save on shipping fees. Consider offering incentives to excite shoppers to try out your BOPIS offering and save money in a new way.
Train your staff. Regardless of which store your customer chooses to visit, they should receive a consistent experience inside, especially when it comes to picking up their online orders. Spend time training your staff on every scenario that might occur with this new process and ensure top-up training happens every 6-12 months. However, we understand more than anyone, that in order to spend extra time training your staff, you’ll need time back from processing orders and completing admin tasks. Read our free guide for tips and advice on how you can automate your ecommerce processes to help free up some of that time.
Gain a unified view of your inventory across locations
When offering BOPIS, you’ll need an accurate picture of which stores have what inventory so that shoppers can select the most convenient location.