The main dish of this easily digestible blog post is Buy Online, Pickup In-Store, with a sprinkle of Buy Online, Pickup at Curbside (BOPAC). We’ll be covering how major retailers have been approaching BOPIS services these past several years, and how this affected both customers and store associates.
BOPIS: Online Shopping With A Twist
It comes as no surprise that online shopping has become a norm for a significant part of consumers across the globe. With the click of a button— or a tap on the screen, shoppers can have access to practically any item they desire, whether it’s a new book, the latest fashion trends, or even groceries.
Making a purchase online is often more convenient and safe, and it provides more product options. But convenience and safety are just at the tip of the iceberg when it comes to the advantages of online shopping. One of the biggest benefits is that you have access to a much wider range of products and services.
However, one of the main incentives for online shopping is actually free shipping. If the shipping is too slow or too expensive, many customers will simply take their business elsewhere. There’s no way to sugar-coat this.
People don’t want to spend money on transportation, so they’re most often looking for sites that offer free shipping. This means that businesses have to find ways to absorb the cost of shipping, which can be significant. In some cases, free shipping is simply built into the cost of the item. But in other cases, businesses offer free shipping as an incentive to get people to buy more items.
Here are some BOPIS stats you need to consider:
About one-third of consumers made an online purchase and chose BOPIS during the 2016 holiday season. 30% of BOPIS shoppers chose this option for the first time after the pandemic was declared.
In 2019, less than a third of U.S. retailers had a digital transformation strategy in place, and only about 4% of the 500 largest retailers offered curbside pickup for online orders.
On the other hand, in 2020, things have changed drastically and BOPIS increased by over 554% YOY as the numbers from the month of May that year show.
At that point, revenue from BOPIS sales was already up an average of 35% during the 2019 holiday season and the ongoing global health crisis accelerated its growth.
Consumer behavior has changed as well, and 56% of shoppers plan to continue using BOPIS after pandemic restrictions are lifted. Besides, U.S. BOPIS sales more than doubled in 2020 and are predicted to maintain double-digit growth rates over the next couple of years.
Not only that, but click-and-collect buyers will increase from 143.8 million people in 2020 to over 160 million in 2024.
In fact, research found that 83% of consumers find shopping convenience more important than it was several years ago, whereas 70% of respondents said BOPIS improved their shopping experience.
Many large US retailers promise customers that BOPIS orders are ready for pick up in 30 minutes or less.
Another study shows that:
- 50% of adult shoppers use BOPIS
- 49% chose click-and-collect because there are no shipping fees
- 67% of BOPIS users buy additional items from a retailer when picking up their initial orders
The Evolution of BOPIS in Stats
Here you can see the evolution of BOPIS and similar order fulfillment options these past several years, especially as the result of social distancing regulations:
So why do consumers opt for online shopping & BOPIS order fulfillment options?
Here are some of the main reasons why customers want you to offer them an online marketplace with BOPIS and BOPAC order fulfillment options:
1. Free Shipping
In today’s age of online shopping, free shipping has become a standard expectation. In a world where we can get just about anything we want at the click of a button, convenience is key. And when it comes to online shopping, free shipping is the ultimate perk.
Free shipping is the perfect way to sweeten the deal and make sure customers don’t abandon the cart. In fact, it can be a powerful tool to increase sales and conversion rates.
Big players in the retail industry have learned how important this is, as seen in the Walmart example below:
2. Products Exclusively Sold Online
In today’s digital age, more and more businesses are moving online. For some companies, this means having an eCommerce website to sell their products. For others, it may mean transitioning to a subscription-based model or selling through social media platforms.
While many brands now have an online presence, there are still some that exist solely in the digital world. These brands often offer specialty or limited-edition products that are only available for purchase through their website, as seen at Sephora in the example below.
The opportunity to buy these exclusive items online and pick them up in store or at curbside will surely help you fight cart abandonment and drive revenue growth!
3. Fast Shipping
In today’s fast-paced world, consumers expect to receive their purchases quickly and without hassle. Whether it’s a new pair of shoes or the latest gadget, shoppers want to receive their purchase as soon as possible.
In our fast-paced world, speed is often of the essence. We want our coffee delivered to our doorsteps as quickly as possible, and we expect our online orders to arrive within a few days, if not sooner. When it comes to shopping, consumers are increasingly looking for retailers who can provide them with speedy service.
This is why creating a frictionless experience can take your business far. Many retailers have responded by offering increasingly speedy shipping options, and shoppers have shown that they are willing to pay a premium for convenience, including Paravel as shown below:
4. Safety (e.g., avoiding public places
Though COVID-19 cases have decreased in many areas and vaccine rollouts are underway, some consumers are still choosing to shop online in order to minimize potential exposure.
Though there is no guarantee that shopping online with in-store pickup will completely protect someone from exposure to the airborne viruses, it is clear that many consumers feel it is a safer option than going to physical stores.
For many companies, that meant shifting to an online model. While some businesses struggled with this transition, others thrived. Amazon was one of the biggest winners of the pandemic, as more and more people turned to the internet for their shopping needs.
See how big retailers like Target below used BOPIS and BOPAC to their advantage when it comes to minimizing physical contact:
5. Access to User-Generated Content
Online shoppers are heavily influenced by the opinions of their peers.
It’s no secret that consumer reviews play a big role in influencing purchasing decisions. After all, who knows better whether a product is worth buying than someone who has already tried it?
In today’s age of constant connectivity, it’s easier than ever for consumers to find reviews and make informed decisions. As a result, businesses that can harness the power of social proof are likely to see a real impact on their bottom line. As any savvy shopper knows, reviews and ratings can be a valuable tool in the decision-making process.
Access to user-generated content and a variety of order pickup and delivery options can work together to encourage online shoppers to choose your store over your competitors.
See how Evereve is making the most out of their online reviews and in-store pickup services to increase the number of sales and repeat customers:
Benefits of BOPIS
It’s no secret that the retail landscape has undergone a major shift in recent years. The rise of eCommerce has forced brick-and-mortar stores to reevaluate their business models, and many have turned to omnichannel strategies in an effort to stay afloat and even succeed.
These days, retailers are working harder than ever to merge the online and physical store experiences and improve the processes behind fulfilling online orders. They’re using data to personalize the shopper journey, offering click-and-collect options, and generally doing whatever it takes to create a seamless experience for their customers.
These benefits include improved customer satisfaction, increased sales, and reduced operating costs. By offering Buy Online, Pickup In-Store service, retailers can provide their customers with a convenient way to shop that also saves them time and money.
Challenges of BOPIS
Offering BOPIS can be a great way to save time, but it can also be a frustrating experience when it’s not implemented well. It can quickly result in long lines, inconvenient wait time that are annoying especially for the customers who are in a rush.
To effectively manage in-store and curbside pickup orders, you need to centralize all order data, provide virtual check-ins to clear up confusion, proactively notify customers about order status updates, and create a dedicated pickup area separate from the service desk. This will help you avoid:
Overwhelmed store associates
Why leave the customer waiting on the phone while the associate searches for the correct store order? This can be very unpleasant for your staff as well since they have to gather personal, purchase, and location information in particularly unproductive ways.
In addition, if the customer’s car is not easily visible in the parking lot, this can add to the time pressure and frustration. However, by allowing customers to check in virtually upon arrival, and communicating clearly and proactively, it is possible to reduce and even remove this frustration and provide a positive customer experience.
Long wait times and upset customers
Considering that the industry benchmark for curbside pickup is under 2 minutes, it’s important to move as fast as possible without sacrificing quality and customer experience. The same goes for in-store pickup: once the customer arrives, the pickup time should be as quick as possible to ensure a positive experience.
Customers should be able to notify the store associate responsible for the order when they arrive and provide any relevant information right away through online check-in services.
Products that are not picked up for days
One of the most common challenges with BOPIS is, in fact, that some customers are not picking up their products for days. The solution to this is quite simple: reminding the customer when their order is ready or even offering the option to cancel a store pickup.
By taking these simple steps, retailers can ensure that their BOPIS orders are picked up in a timely manner and that they are not losing out on potential sales.
What about BOPAC?
In today’s busy world, customers want convenience and efficiency when they shop. Curbside pickup services provide both. Rather than having to park and come into the store, customers can simply drive up, give their order number, and have their purchases brought out to them.
This not only saves time but also reduces the risk of lost or damaged items. In addition, curbside pickup can be a great marketing tool. By prominently advertising this service, you can attract customers who might not otherwise visit your store. So if you’re looking for a way to improve the customer experience, consider offering curbside pickup.
The process is simple: customers place their orders online and choose a pickup location. They then receive confirmation via email or SMS, and finally, they pick up their order at curbside.
BOPIS & BOPAC = Recipe For Success
Allowing customers to choose different order pickup and delivery options often leads to an increase in satisfaction and brand loyalty, generating more sales in the long run for your omnichannel retail business.
Think of it this way— BOPAC and BOPIS services are like the lungs and heart in the anatomy of logistics and eCommerce order fulfillment nowadays.
That’s why providing BOPIS and BOPAC services will help you unlock the recipe for success!
Conclusions on BOPIS services
Buy Online, Pickup In-Store has become a popular solution for businesses and shoppers alike who are looking to minimize contact and follow social distancing guidelines.
But BOPIS is not without its challenges. Perhaps the biggest challenge is coordination. Businesses need to be able to efficiently manage orders and ensure that the right products are being delivered to the right customers at the right time.
Additionally, BOPIS is often faster and more convenient than standard office or at-home delivery. If you want to create a flawless, smooth BOPIS experience, make sure you’re centralizing all data, provide virtual check-ins to reduce time spent on unnecessary calls, and improve overall customer satisfaction. And WeSupply can help you achieve this in just a few steps!
If you’re running a store on Magento, you might want to learn How to Set Up In-Store Pickup in Magento. If you’re running a store on Shopify, you should learn How To Add Pick-Up In-Store Option in Shopify.