Buy online, pick up in-store (BOPIS), or “click and collect” as customers know it, is a valuable omnichannel concept that has benefits for both retailers and shoppers.
It sounds obvious but the first thing you need in order to offer BOPIS to your customers is an online store. This is more than just having a company website, for the “click and collect” model to work it is necessary to have a point of sale system through an eCommerce platform in place.
Retailers need to ensure customers can view store-level inventory stock when making an item selection. Shoppers today want their goods right now and are likely to only consider items that are in stock and available for pickup.
Once you have your online store setup, BOPIS is as easy as offering an in-store collection option. However, the key to this is making sure the store has the fulfilment resources and systems in place to pick products ready for collection within a specific timeframe. Nothing’s worse for a customer than popping in for a quick pickup, only having to wait for hours!
It is also essential for retailers to have online inventory management tools to provide a unified view of inventory stock quantities and location. Online inventory management technology provides a real-time view of inventory stock across all locations and assists managers in monitoring stock levels for reordering purposes.
Finally, optimise the in-store experience for “click and collect” consumers. Determine the location where BOPIS orders are stored and where they can be collected. With the main benefit of BOPIS being the opportunity to increase in-store traffic and sales, you will need to make it as easy as possible for BOPIS customers to purchase more items when they collect their online order.
In 2017, a consumer survey by JDA Software found that half of the respondents used a BOPIS service in the last 12 months. This is a 44 percent increase from a 2015 survey. This indicates there is considerable growth potential for retailers who adopt a “click and collect” strategy. As the BOPIS adoption rate grows, retailers are able to manage customer order fulfilment by merging online and in-store inventory stock, offering customers, a more effortless, multichannel shopping experience.
Benefits of BOPIS
Benefits for retailers
As online channels continue to grow, consumers are forever seeking new ways to make their shopping activities even more convenient and it is estimated that “click and collect” now accounts for nearly 30 percent of revenue from online retail. Here are some benefits for the retailer:
- Drives online shoppers to the store for an opportunity to upsell
- Reduces shipping costs
- Generates greater product movement and inventory turns
Benefits for customers
Customers’ shopping behaviour is changing and here are some ways BOPIS benefits them:
- Gives consumers the option of convenience
- Avoids shipping fees
- Enjoys the satisfaction of instant gratification