October 17, 2018      2 min read

In our increasingly digitised world, the retail experience for consumers is becoming more and more convenient as companies continually look for ways to encourage sales across channels. We have seen a proliferation in the popularity of online shopping in general and buy-now-pay-later schemes such as Oxipay are equally appealing to consumers.

Retailers are increasingly looking to provide their customers with a myriad of options when it comes to viewing products, purchasing them and delivering them. Doing so boosts a retailer’s competitive edge, so it is understandable that many retailers now also offer customers the option to buy online and pick them up in store (BOPIS).

It works for consumers

At first glance, it may be difficult to recognise the benefit of BOPIS from the consumers perspective – what’s so good about having to pick something up in person if you’re already purchasing online? For customers, the BOPIS system is all about convenience and time; they get to forego checkout lines, eliminate delivery wait times and also save money on shipping costs.

It works for retailers too

The benefits for retailers of the BOPIS system are numerous – for one thing, it drives traffic to your brick-and-mortar store; once consumers enter the store they are likely to browse and make an impulse purchase.

In fact, the research shows that 75% percent of those who have used the BOPIS system ended up purchasing something else while in store. While shoppers between the ages of 50 and 65 were most likely to make another purchase during their BOPIS pick up, a promising 75% of shoppers between the ages of 18 to 34 also made other purchases during their BOPIS pick up. The results are similar for shoppers between the ages of 35 to 49 – 63% of this age bracket bought additional items during their pick up.

Clearly, retailers should be at least be considering this option as a reliable avenue for increasing sales and gaining more customers. Unfortunately, at this stage in time, much of the research indicates that customers are only slowly beginning to take interest in BOPIS. According to one study of 2,000 shoppers at 20 malls across America, 60% said they have never used BOPIS.

For business owners with the capacity to do so, BOPIS is an excellent tool that could well be the next big thing in multichannel purchasing systems.

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