BOPIS – The new tale of retail

BOPIS – The new tale of retail

In the wake of the COVID-19 pandemic, it has become imperative for retailers to deliver products to the customers where and when they want them. Shoppers want choices and flexibility in how their orders are fulfilled, and they want to complete their purchases quickly, safely, and efficiently. To combat this challenge, retailers are increasingly adopting the buy online, pick up in-store (BOPIS) model.

Transformation from brick to click and mortar has started happening long before in retail. Prior to COVID-19’s effects on retail and buying habits, nearly 70% of U.S. consumers used BOPIS more than once, and 37% more BOPIS orders were placed in 2019 than the year before. Now, with the advent of the pandemic, it’s expected that about 90% of brick-and-mortar retailers will offer BOPIS by 2021.

So, let’s explore what buy online, pick up in-store (BOPIS) is all about and what could it mean for retailers to be #FutureReady.

What is buy online, pick up in-store (BOPIS)?

BOPIS enables the retailers to engage with customers with a more convenient way to shop by bringing together the online and in-store experience in three simple steps:

  • The shopper can select the items online from the comfort of their home and place the order
  • The store receives and instantly fulfills the order
  • The shopper can conveniently pick the order once it is packed

Buy online, pick up in-store strategy being a valuable omni-channel concept facilitates the shopper to get rid of substantial delivery charges. Retailers are adopting BOPIS model to meet customer expectations. Due to its convenience, cost-effectiveness and being in sync with the “the new normal” style of living, BOPIS is taking many countries by storm.

Why adopt Buy Online, Pick up In Store?

Considering the adoption of Click and Mortar (online and offline operations) few retailers have already adopted BOPIS benefitting them in the following ways:

  • Leads to additional purchase

    As per industry experts, nearly 75% of customers purchase additional items while they’re browsing in-store. So, this gives the retailers an avenue to pull their online customers to the store to reap in better sales, greater customer engagement and a stage to read the customer behavioural patterns for future business decisions.

  • Reduction in shipping costs

    65% of customers say they look up the free-shipping thresholds before adding items to their carts. 39 percent expect two-day shipping to be free, with 29 percent backing out of purchase due to this reason.

    So, as the realms of Click and Mortar converge, retailers are offering the option of free delivery when one buys online and picks up in-store, and saving a major chunk of funds that can be channelised for other various other activities.

  • "In-Store" inventory experience

    Being in-store provides the shopper with an unusual wider inventory to select from. And on the other hand, retailers get to pitch the offline products and activate impulse buys.

  • Analytics-driven personalization

    BOPIS facilitates businesses to analyse customer-wise shopping trends and identify the popular list of products to help them engage with the shoppers with the help of personalised alerts indicating new products of interest, offers, promotions, and more.

    "Consumers want free delivery, and they’re willing to meet retailers halfway to get it," as per NRF Vice President for Research Development and Industry Analysis, Mark Mathews. Therefore, it is the right time for the retailers to define their strategy to reshape retailing with the introduction of concepts like BOPIS.

To understand more about BOPIS, connect with our retail industry experts today:

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