Buy online, pickup in store (BOPIS) is a hot retail trend that’s here to stay. In fact, according to a Signifyd study of 250 decision makers at retail companies with more than $100 million in annual revenue, 44% viewed BOPIS as a competitive necessity. Another 38% said BOPIS was key to bringing shoppers into the store, where they tend to make additional purchases. BOPIS is appealing to many consumers, too – 63% of shoppers say they would like to be able to use curbside pickup and 56% want merchandise delivered to the trunk of their cars, according to NRF.
More BOPIS benefits to retailers include:
- Extra purchases from customers: As mentioned above, when shoppers come to your store to pick up their order, they are likely to browse the store and purchase additional items, or remember something they forgot to place in their order and buy it at your brick-and-mortar location.
- Lower shipping costs: Simply put, it’s cheaper for you to operate a BOPIS strategy than to ship products directly to a customer’s door – plus it’s a fast and free option for the customer, too!
- Better inventory management: With BOPIS, you don’t need separate online and in-store inventory systems. Orders can be fulfilled from both your distribution center or your store shelves – whichever is faster – giving you access to more inventory at any given time. By combining both systems, you can have better insight into your business’s real-time stock.
Now that we’ve discussed why BOPIS is worthwhile, let’s dive into some tips for your buy online, pickup in store strategy. These tips are helpful whether your business is new to BOPIS or looking for ways to improve your current BOPIS strategy.
5 Tips for a Buy Online, Pickup in Store (BOPIS) Strategy
Tip 1: Prep Your Website and/or Mobile App
Your website and mobile app should be the hub for your buy online, pickup in store strategy. Make sure your BOPIS offering is clear and easy to find for website and app visitors. On your website and app, be sure to explain how your store’s BOPIS strategy works, and include detailed instructions for both the online order placement process as well as the pickup process at your store.
Once you have that landing page created for your BOPIS offering, be sure to link to it from any other relevant pages and feature it front-and-center with special seasonal promotions (for example, save 5% on back-to-school or holiday BOPIS orders).
Tip 2: Plan and Announce Your Health and Safety Precautions
Safety is at the top of everyone’s minds these days. On your online materials and in-store via signs make sure you communicate your health and safety considerations, such as how your store is minimizing exposure for both its customers and its employees.
Curbside health and safety measures could include tactics like employees directly placing orders in customers’ trunks. For the shoppers who pick up their orders in-store, you should consider implementing a sneeze guard and antimicrobial covers for surfaces like door handles, checkout counters, and bathroom surfaces.
Tip 3: Communicate, Communicate, Communicate
Communication every step of the way is key for a successful buy online, pickup in store strategy.
When an order is placed, send an immediate confirmation email, text, and push notification to shoppers including clear directions to the store, an estimated pickup time, where to pick up the order whether it’s designated parking spots or a pickup counter inside the store, and what forms of identification may be needed.
Looking to strengthen awareness of your BOPIS offering? Consider promoting it to your in-store shoppers on the bottom of your receipts. You may have in-store shoppers that are unaware that you offer BOPIS, and what better place to advertise it than on the bottom of the receipt that goes directly into every shopper’s hand? With Star Micronics PromoPRNT, you can even create custom promotions on your Star printer, for free.
Tip 4: Have a Top-Notch Inventory System
Having a seamless, real-time look at your inventory is important. If customers place BOPIS orders only to find out that their items are actually out of stock and unable to be picked up, they will not be satisfied and are unlikely to try to use your service again. Avoid this potential issue with a high-quality inventory system. Look for a tool that allows you real-time inventory and analytics on order statuses and workflows, what is needed and where, and how quickly an item can get to the store where it is needed.
Tip 5: Leverage Cross-Selling Opportunities
As we discussed above, offering BOPIS to your customers creates a fantastic opportunity for cross-selling. Many customers will browse your store when they come into pick up their order, and be sure to take advantage of that!
Consider using online purchasing data from your BOPIS orders to successfully cross-sell when shoppers are visiting your brick-and-mortar location. One example of this is offering personalized coupons for customers to use in-store for products that may be of interest to them according to their online shopping history.
Star Micronics Retail Solutions
From liner-free label printers for BOPIS orders to sneeze guards and receipt printers for in-store shoppers, Star has the wide variety of solutions you need to compete in today’s retail landscape.
Examples of Buy Online, Pickup in Store Strategy Successes
Looking for some buy online, pickup in store strategy inspiration? Check out a couple of sample successes below:
Home Depot has a great landing page for its BOPIS offering that clearly explains its BOPIS process – and according to CEO Craig Menear, the store’s online customers choose to pick up orders in-store more than half the time!
When it comes to enticing customers to take advantage of your buy online, pickup in store strategy, Petco is very successful. The first thing you see when you visit their website (both on the homepage hero image and in a text banner at the top of the page) is a BOPIS promotion.