Everything You Need to Know About Buy Online, Pickup In-Store (BOPUS)

Understanding BOPUS

Buy online, pickup in store is a proven retail strategy that allows customers the convenience of shopping for something at a big box store online, with same-day curbside pickup at a local brick and mortar location (or optional delivery via a Gig Driver Network). This strategy provides a seamless customer experience, merging online, in-store, and mobile channels to meet varied consumer preferences.

How Does BOPUS Work?

The BOPUS process is straightforward:

1. Customers Place the Order Online: Shoppers navigate the retailer’s website or mobile app, add desired items to the shopping cart, and proceed to checkout. Here, they select the ‘pick up in-store’ option along with the preferred time and store location for collection.
2. Retailer Prepares the Order: The in-store staff receives the order, locates the items, and packs them for pickup. When the order is ready to be picked up, the retail location sends the customer an update via email or text message with the required details. 
3. Customer Collects the Order: Customers arrive at the designated pickup area in the store to collect their items. Alternatively, some retailers offer a curbside pickup service, allowing customers to receive their orders without leaving their vehicles.

The Growth of BOPUS

The BOPUS model has gained significant traction in recent years, with BOPUS sales projected to reach $140 billion by 2024. The COVID-19 pandemic further accelerated this trend as customers sought safer and more convenient shopping options. Even as economies reopen, BOPUS continues to be a preferred shopping method, with over 67% of US consumers having used it recently, and supply chains recovering in a post-COVID world where ecommerce is beginning to level back out. 

Benefits of BOPUS

Adopting a BOPUS strategy can bring manifold benefits to retailers, including:

Increased Foot Traffic and Sales

BOPUS drives customers to physical stores, thereby increasing foot traffic. What’s more, according to Retail Touch Points, 61% of customers make additional purchases when they visit a store to pick up their BOPUS order. Consequently, BOPUS can significantly boost in-store sales.

Reduced Shipping Costs

Shipping orders from distribution centers to customers’ homes can be expensive. By offering BOPUS, retailers can save on last-mile shipping costs while still providing a fast and convenient shopping option to customers.

Improved Customer Experience

BOPUS offers customers the convenience of online shopping and the immediate gratification of in-store purchase. Customers can avoid shipping costs, receive their orders faster, and have the assurance that their desired items are available in-store. Combined, these elements serve to improve and enhance the customer service model while increasing loyalty and retention. 

Improved Inventory Management

BOPUS also helps many chains improve their inventory model by combining different tracking systems between storefronts. This improved system helps customers get their orders more quickly and reduces shipping cost while alleviating many inventory management issues of the past. 

Implementing BOPUS: Best Practices

To successfully implement a BOPUS strategy, retailers must consider the following best practices:

Build an Efficient Online Platform

An intuitive online platform is the cornerstone of a successful BOPUS strategy. The platform should provide real-time inventory updates, offer a seamless checkout process with a BOPUS option, and send timely notifications to customers about their order status.

Train Your Staff

Staff training is critical to ensure efficient order fulfillment and superior customer service. Staff should be well-versed in the BOPUS process, from order receipt to preparation, and customer interaction.

Develop an Effective Marketing Strategy

Promote your BOPUS service through various marketing channels to increase customer awareness. Common case use examples include featuring your BOPUS offerings on in-store signage, promoting the benefits via email and social media campaigns and advertising the optional amenity wherever your business can. 

Leverage Technology

Consider using advanced technologies such as augmented reality apps to enhance the BOPUS experience. Newer technologies help customers better visualize products before they buy, and they also are proven customer engagement models, too. 

Innovations in BOPUS: Case Studies

Several retailers have successfully implemented and innovated the BOPUS model. For instance:

• Walmart features lockers at its store as well as dedicated pickup towers, where orders are held on behalf of the customer. They also prominently offer 24-hour curbside pickup at many locations; with the chances being good that there’s a convenient location near a consumer for easy pickup. 
• Target offers same-day pickup, typically within two hours of the order being placed, and also features curbside pickup. Some popup stores are also starting to open on various, select college campuses, too. 
• Home Depot has implemented a seamless curbside pickup process, setting up designated pickup parking spots close to store entrances, thereby reducing pickup times and enhancing customer convenience.

Wrapping Up

BOPUS is not just a retail trend but a strategic tool for retailers to meet evolving customer expectations and drive revenue growth. By offering a seamless and convenient shopping experience, retailers can attract more customers, increase sales, and build customer loyalty.

For businesses seeking to optimize their BOPUS strategy and enhance their shipping logistics, ParcelConsulting.com is an ideal partner. We provide efficient shipping solutions, helping businesses improve their sales and earn more repeat long-term customers by offering low shipping rates and fast delivery. Understanding e-commerce statistics is crucial for online retailers, and ParcelConsulting.com is dedicated to helping businesses navigate this complex landscape.

As the ecommerce industry continues to evolve, retailers must adapt to the ebb and flow to stay ahead of the curve. BOPUS creates a win-win solution that benefits both retailers and customers, making shopping a more enjoyable and convenient experience.

Want to lower your shipping rates with a better strategy and improved logistics? Contact our highly experienced Shipping and Fulfillment Consultants Today at: 833-PARCEL-1. Or send us an email at: info@parcelconsulting.com.