The pandemic has altered the retail landscape. Physical storefronts were forced to close overnight, and the whole retail sector was pushed to adjust swiftly. Retailers faced a new challenge: how to get their items into the hands of consumers with little-to-no contact? Buy online, pick up in-store (BOPIS) is one of the significant inventive innovations that gained traction during the pandemic. However, what began as a temporary measure to restrict in-person engagement has evolved into a comfort that customers do not want to relinquish.
Due to increased customer demand, buy online, pick up in-store has become an essential component of many companies’ digital transformation strategy. Consumer tastes have shifted due to the availability of many fulfilment mechanisms; there is a fresh expectation for ease. Customers desire a fulfilling experience that is both adaptable and efficient. Innovative solutions, such as BOPIS are likely to outlast the epidemic and have shown to be a win-win for both merchants and customers. It is a solution that meets customers’ demands while also assisting businesses in increasing their profits.
Buy Online, Pick Up In-Store: A quick Overview
BOPIS is a delivery option that allows consumers to purchase products online and pick them up from a local store. The option is often available on websites and mobile apps, so customers can easily select the “pick up in-store” option when making their purchase. In other cases, the option may be communicated to the consumer via a text message or email.
This is a cost-effective delivery method, as retailers do not have to pay for delivery or wait for returns. The savings can often be passed on to the customers, and the service can help drive sales. BOPIS can increase conversion rates, average order value and traffic to store locations. It can also incentivize customers to shop more frequently since they do not have to wait for their purchases to arrive.
Benefits of BOPIS
BOPIS offers a host of benefits to both consumers and retailers. For consumers , the benefit is pretty straightforward. It provides an opportunity to shop online and then pick up products conveniently in-store without having to wait for them to arrive in the mail. This allows consumers to avoid distractions at home that could get in the way of purchasing. It also makes it easy for consumers to make impulse buys, providing instant gratification and a sense of immediate ownership.
For retailers, BOPIS helps to increase sales, and provides a cost-free delivery method. It also provides a solution to the e-commerce returns problem and reduces the hassle of dealing with the delivery of large and heavy items. If a retailer is able to market the service effectively, it can improve brand loyalty and generate a competitive advantage.
How to Market BOPIS
The greatest challenge of BOPIS is encouraging customers to select the option in the first place. According to a study from The Demand Institute, over 90% of consumers are unaware of the BOPIS delivery option. To overcome this obstacle, retailers should ensure that the instructions to select the option are clear and easy to find. They should also advertise the option on the website’s homepage, featuring a prominent icon.
To get consumers to select the option, retailers should up-sell with incentives, such as free in-store pickup on online purchases (for example, “buy one, get one free” or “free in-store pickup on all online orders”). Offering a discount on shipping costs can also incentivize customers to select the option.
Conclusion
BOPIS has proven to be a highly effective delivery method, offering retailers cost-free delivery and higher sales. However, in order to make the option a sustainable part of their business models, retailers must work on marketing BOPIS effectively.
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