What Is BOPIS (Buy Online, Pick Up In-Store)?

Buy Online, Pick up In-Store (BOPIS) allows customers to order products online and conveniently pick them up at a nearby store. This combines the ease of online shopping with the immediacy of in-store pickup. This business model improves customer satisfaction and drives in-store traffic, which can lead to more sales opportunities for retailers.

Implementing BOPIS requires an integrated retail system that seamlessly connects online orders with in-store inventory.

Key Takeaways

• BOPIS (Buy Online, Pick up In-Store) allows customers to order products online and pick them up at a nearby store. This blends online shopping with the ease of in-store pickup.
• This model improves customer happiness and drives in-store traffic, potentially leading to more retail sales opportunities. However, it also requires an integrated retail system that connects online orders with in-store inventory.
• The BOPIS process starts with online shopping, selecting the pickup option during checkout, and ends with the pickup itself. BOPIS comes in different types: in-store, curbside pickup, and locker pickup. Each fits varying customer needs.
• BOPIS offers simplicity, cost savings, time efficiency, flexibility, and improved order accuracy. For businesses, BOPIS increases foot traffic, reduces shipping costs, creates customer loyalty, improves inventory management, and lowers return rates.
• Click and collect, sometimes used instead of BOPIS, extends the model by offering more pickup points at external locations.

🔥 Most Popular Stores with BOPIS

BOPIS Origins

The concept of BOPIS emerged from the need to integrate online and offline retail channels. Initially adopted by major retail players like Target and Walmart, BOPIS gained traction as it addressed key consumer pain points: convenience and speed.

Its popularity grew with the increase in e-commerce, prompting many retailers to implement this strategy. Over time, technological advances enabled smoother implementation. The approach has become a staple in the omnichannel retail world, helping stores adapt to changing shopping behaviors and improve customer satisfaction.

What is BOPIS: Understanding Types of BOPIS

Buy online, pick up in-store comes in several forms. Each is tailored to meet different consumer needs and preferences. Here are the primary types:

Standard BOPIS

In this traditional model, customers order online and pick up their products at a designated in-store counter. This method often involves minimal wait times and is ideal for shoppers who prefer to avoid shipping fees and delivery delays. Utilizing the customer service desk for BOPIS pickups can further minimize wait times, enhancing convenience and overall customer satisfaction.

Curbside Pickup

A more recent version of BOPIS, curbside pickup, allows customers to collect online orders without leaving their vehicles. Retail staff bring the purchased items directly to the customer’s car, making it a preferred option for those seeking maximum convenience and minimal physical interaction.

Locker Pickup

Some retailers have introduced secure lockers where customers can retrieve online orders using a unique code. This method is particularly useful for shoppers who cannot pick up their purchases during regular store hours, as lockers are often accessible 24/7.

How Does BOPIS Work?

Step-by-Step Process

• Online shopping: customers buy online by browsing the retailer’s website or app and adding items to their cart.
• Select pickup option: during checkout, they choose the “Buy Online, Pick up In-Store” option.
• Order processing: the retailer processes the order, and store staff prepares the items for pickup. Store associates play a crucial role in ensuring the items are ready and available for the customer.
• Notification: once the order is ready, the customer receives a notification (usually via email or SMS) with pickup instructions.
• Pickup: the customer goes to the store to collect their order, either at the counter, curbside, or locker, depending on the chosen method.

Benefits of BOPIS

🛍️ Benefits for Consumers

• Convenience: BOPIS offers the best of both worlds – an online shopping experience with a simple in-store pickup. This caters to online shoppers seeking convenience by providing a quick and efficient solution.
• Cost savings: customers can avoid shipping fees and sometimes take advantage of exclusive in-store discounts when picking up their orders.
• Time efficiency: shoppers can bypass delivery wait times and have their items ready for pickup within hours.
• Flexibility: with different pickup options like curbside and locker, customers can choose the method that best suits their lifestyle.
• Improved order accuracy: with BOPIS, there’s no risk of getting the wrong item or shipping it to an incorrect address as you pick up the purchases in person. BOPIS helps meet customer expectations for a seamless shopping experience by integrating both online and offline channels.

🏬 Benefits for Businesses

• Increased foot traffic: BOPIS brings customers into stores, where they may make additional purchases. BOPIS retail sales have seen substantial growth during and after the COVID-19 pandemic, and research forecasts continued annual growth, signifying its essential role in modern retail strategy.
• Reduced shipping costs: retailers save on shipping expenses by leveraging their existing store inventory for order fulfillment.
• Improved customer loyalty: offering BOPIS can boost customer satisfaction and loyalty by providing a convenient shopping option. Physical stores enhance the BOPIS experience by driving in-store traffic, combining online and offline shopping experiences to benefit from increased sales and customer engagement.
• Improved inventory management: retailers can better manage their inventory and reduce overstock issues by tying online orders to in-store stock.
• Fewer returns: BOPIS customers often have a chance to review and ensure satisfaction with their purchase before leaving the store, which can reduce the number of returns and associated costs for retailers.

Click and Collect

What Is Click and Collect?

While the core concept is similar to BOPIS, click and collect can include pickup points at locations other than the retailer’s store, such as collection centers or lockers.

How It Improves BOPIS

Click and collect extends the BOPIS model, offering extra pickup options. For example, retailers might partner with external locations to increase the number of pickup points, making it easier for customers to collect their items at a time and place that suits them best.

Online retailers are adopting Click and Collect to compete with brick-and-mortar stores, addressing challenges like package theft and enhancing the convenience and speed of the shopping experience.

Buy Online, Pick up In-Store FAQs

What is BOPIS?

BOPIS stands for “Buy Online, Pick up In-Store.” It’s a shopping method that lets customers purchase items online and collect them from a physical store. Customers can purchase online and choose BOPIS as a pickup option, allowing them to avoid shipping fees and streamline their shopping experience.

Is BOPIS Available for All Products?

Availability varies by retailer and product. Some items, especially large or perishable goods, may not be eligible for BOPIS.

Can I Change My Pickup Location after Placing an Order?

This depends on the retailer’s policies. Some stores allow changes before the order is processed, while others may not.

Are There Any Fees Associated with BOPIS?

Most retailers offer in-store or curbside pickup for free. This helps customers save on shipping costs, as driving to the location will likely be more budget-friendly than waiting for a courier to deliver your order.

How Long Do I Have to Pick up My Order?

Pickup windows vary by retailer, ranging from a few days to over a week. Be sure to check the specific store’s policy.

What Happens If I Miss My Pickup Window?

Retailers generally have policies for uncollected orders, including canceling and issuing a refund. If the item goes out of stock afterward, the retailer might restock the item.

Can Someone Else Pick up My Order?

Many retailers allow you to choose a person to collect the order on your behalf. They need to bring their ID and the order confirmation number.

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