Online Sales

BOPIS: What It Means and How It Works

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By Anna Ribas, on 7 August 2023

In today's digital age, consumers increasingly demand convenience and flexibility when it comes to shopping. As a result, businesses of all sizes are looking for ways to bridge the gap between online and offline experiences. One marketing plan that's gaining traction is BOPIS, short for Buy Online Pickup In-Store.

In this article, we will delve into what BOPIS is, how it works, its benefits and potential challenges, and provide examples of successful BOPIS implementations.

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BOPIS What It Means and How It Works


What Is BOPIS?

BOPIS, or Buy Online Pickup In-Store, is a retail strategy that allows customers to browse and purchase products online and then pick them up at a physical store. This approach combines the convenience of online shopping with the immediacy and flexibility of in-store pickup. BOPIS is a win-win for both businesses and customers. You can improve customer satisfaction by offering a more convenient and flexible shopping experience. Customers can save time and money by avoiding shipping costs and waiting for deliveries, blurring the lines between the online and offline realms.

If you have a business, BOPIS is a strategy you should consider implementing to improve customer satisfaction, increase foot traffic, and boost your sales.


How Does BOPIS Work?

  • Online Purchase: Customers browse products on a retailer's website or mobile app, select their desired items, and complete the purchase transaction online.
  • Store Notification: Once the order is placed, the customer receives a confirmation email or notification informing them that their purchase is being processed. This notification typically includes details such as the estimated pickup time and location.
  • Store Preparation: The retailer's staff members then locate the items, gather them, and prepare them for pickup. This process may involve verifying product availability, packaging the items, and ensuring they are ready for customer collection.
  • Customer Pickup: The customer visits the designated store location to retrieve their purchased items. They may need to provide identification or order confirmation for verification purposes. The retailer's staff assists the customer in locating and collecting their items, ensuring a smooth pickup process.

BOPIS


What Are the Benefits of BOPIS?


Convenience and Flexibility

BOPIS provides customers the convenience of online shopping and the flexibility to choose when and where they collect their purchases. It eliminates the need to wait for delivery, reduces shipping costs, and allows customers to save time by bypassing traditional checkout lines.


Immediate Gratification

With BOPIS, customers can quickly obtain their desired products without delays or waiting for shipping. This instant gratification enhances the overall shopping experience and increases customer satisfaction.


Increased Foot Traffic and Sales

BOPIS encourages customers to visit physical store locations, potentially leading to additional unplanned purchases. Customers may browse other products while picking up their online orders, boosting in-store sales.


Operational Efficiency

BOPIS can help retailers optimize inventory management by consolidating online and in-store stock. This allows for better inventory control, reduces stockouts, and enables more accurate demand forecasting.


What Are Some Challenges of BOPIS?

  • Inventory Accuracy: It is important to maintain accurate inventory records to ensure that customers can always find the products they want when they want them.
  • Order Preparation and Fulfillment: Retailers need efficient order processing and preparation to meet customer expectations.
  • Customer Communication: Effective communication is important throughout the BOPIS process to avoid confusion and ensure a positive customer experience.
  • Cost: BOPIS can be more expensive than traditional shipping methods. This is because retailers need to invest in technology and infrastructure to support BOPIS, such as real-time inventory management systems and designed pickup areas.


BOPIS Examples


Best Buy

Best Buy allows customers to browse and purchase electronics online, then pick them up at the nearest store. This enhances convenience, as customers can quickly obtain their desired electronics without waiting for shipping.


Target

Target has successfully implemented BOPIS, enabling customers to order products online and collect them at a designated in-store pickup area. Target's BOPIS service includes features such as curbside pickup for added convenience.


Walmart

Walmart's BOPIS strategy allows customers to order groceries, household items, and more online. Customers can then schedule a pickup time and collect their purchases from designated pickup points within Walmart stores.

These are just a few examples of businesses that are using BOPIS to improve the shopping experience for their customers. If you are looking for a way to bridge your customers' online and offline shopping experience, BOPIS is a great option.

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Anna Ribas

Licenciada en Publicidad y Relaciones Públicas por la UAB. Digital Marketing Strategist en Cyberclick.

Degree in Advertising and Public Relations from the UAB. Digital Marketing Strategist at Cyberclick.