What is BOPIS ?
“Buy Online Pick-up In-store”, referred to as BOPIS, is a retail strategy that allows buyers to browse products online but collect them from a physical store. It is also called Click and Collect.
Customers today want the convenience and ease of online shopping.
However, they also want the in-person experience to ensure quality and reverse buyer remorse.
As per a recent study, more than 40% of shoppers dislike online shopping because they dislike impersonal shopping experiences.
Another leading complaint of online shoppers is high shipping prices and ecommerce delivery delays.
As an online e-commerce seller, how do you tackle these challenges?
The solution is BOPIS.
How does BOPIS work?
- Customers browse online –
“We’ll waste our precious weekends circling the shelves and waiting in queues on the billing counters,” said no one ever.
Busy customers opt for a hassle-free online shopping experience and buy products in-app or on a website.
- Fulfillment by store –
The staff at the store packs and holds the items for delivery after the customers place the order.
If the item is out of stock, the staff can source it from the warehouse or nearby store.
Once ready, they inform the customers via email/messages.
- Customers pick the items –
Once the fulfilment is confirmed, customers can commute to the designated brick-and-mortar store to collect their deliverables.
Retailers can either opt for pick-and-go in-drive delivery. Or they can welcome customers into the store to collect their items.
Why do customers prefer Buy Online pick–up in-store (BOPIS) model?
Customers are spoilt for choice. BOPIS offers them the dual benefit of online convenience and offline shopping experience. Here’s why customers love BOPIS as an alternative –
1. Avoid shipping services costs
Buyers can source purchased items in person, eliminating the need for door to door delivery and the associated costs altogether.
2. In-stock insurance
It’s natural to get frustrated when you try to add an item to your cart, but it vanishes. Poof! Out of stock. BOPIS helps buyers get a hold of the bestseller items that run out of stock rapidly and frequently.
When buyers can buy online and pick it up in stores the same day, they are assured they’ll find what they need.
3. Enhanced customer experience
In-person shopping experience makes the process of spending money more pleasant or memorable for the buyer. Happy customers make the seller’s account happier.
4. Quality check
Customers can hold the items physically and ensure that all features match the online description. Size, colours, etc., are hard to decipher while seeing something on the screen.
Imagine trying to visualize the comfort of a couch. Buyers wouldn’t know unless they sat on it. Certain goods like perfume or glassware are hard to assess for quality unless seen or touched.
5. Fast delivery service
Customers can pick up their orders at their convenience while completing other errands or returning from work. There’s no unnecessary waiting period involved.
Why do retailers and sellers love BOPIS too?
61% of online retailers, following the lead of the retail giant Amazon, prefer BOPIS and BORIS (Buy Online Return In-store) now as part of their omnichannel retail strategy.
Online retailers have witnessed fierce competition in the past few years. They have realized it’s necessary to stand out from the noise.
Hence, they’re willing to augment their presence and customer experience. Here’s why e-commerce sellers are adopting BOPIS –
1. Omnichannel retail strategy
BOPIS is an intelligent way to serve clients on online and offline channels cohesively. It helps e-commerce sellers build a solid presence and stronger brand recall.
Consider how Sugar Cosmetics went through, beginning with online partner portals, dedicated kiosks, and high-street physical stores.
2. Increased Order value
It’s highly likely for a buyer to anticipate future needs or to be reminded of other necessary items and buy them. If someone has stepped into the physical store, they would want to prevent the hassle of future trips, thereby increasing the order value.
3. Brand loyalty
Since the customers are present in person in the store, retailers can provide an enhanced experience.
For instance, famous furniture retailer Ikea provides special cinnamon rolls to its users to induce pleasant feelings that customers will likely associate with the brand.
4. Reduced Logistics overhead
It is not only customers who don’t have to pay for shipping products. Even e-commerce sellers can reduce overhead like shipping tracking to nearby pin codes.
5. Customer satisfaction
Given the nature of personal interaction and enhanced customer experience, it’s natural for customers to leave with a higher level of satisfaction with speedy and convenient owning of their purchased items.
6. Increased user base
Given the number of users who avoid online shopping, BOPIS can be a clever tactic to encourage them to shop online with e-commerce sellers.
What do you need for the Buy Online pick–up in-store (BOPIS) model?
- Online storefront –
A fully functional and dynamic website or app wherein customers can browse and shop online.
- Tech-enabled inventory management
An integrated inventory management that captures both online and offline stock seamlessly.
- Responsible Personnel
Trained staff who manage in-store delivery, ensure proper packaging and synchronies inventory management.
Modern established players like Lenskart have taken it to the next level with augmented reality to help check how their bespoke glasses look on buyers.
Technology can revolutionize this aspect of e-commerce by seamlessly integrating online and offline experiences.
Once you set up these systems and resources, you’re ready to provide BOPIS to your valued customers.
Final Thoughts
Retail sales channels have evolved heavily over the course of years. Buy Online pick-up in-store (BOPIS) has proven to be a game-changer in enhancing customer experience while slashing logistics overhead in e-commerce.
Are you looking to streamline logistics management for better returns and improved customer experience? Look no further than iThink Logistics Solutions.
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