When you think about BOPIS in retail, your mind likely jumps right to curbside pickup. That is because the two go hand in hand!

One of the best ways to enhance the customer experience is to offer curbside pick-up (one version of BOPIS), where customers can have their online order brought directly to their vehicle. Rather than requiring customers to walk into the store to collect their items, an associate can bring them out to improve processing speeds and reduce wait times. As of August 2020, over 40% of the top 500 retailers with stores were offering curbside pick-up.

Perhaps the most compelling reason to offer BOPIS and BORIS solutions is that it allows customers to get what they need faster. It’s no secret that consumers love instant gratification – and BOPIS allows them to skip the wait and avoid paying shipping fees! Avoiding shipping fees was actually the most popular reason why customers opted into using BOPIS.

Same-day order fulfillment optimizes the customer experience and provides them with an easy and convenient way to buy the things they need – without spending all day at the store. 50% of shoppers have reported that the option of BOPIS has determined where the shop online. If you leverage your omnichannel retail systems correctly, you can create a frictionless process that gets as close to instant gratification as you can be, giving your brand a competitive edge.

Although your website and app are a great way for you to virtually interact with your customers, nothing beats meeting your team face-to-face. When they come into the store to pick up their order, they can see your products and gauge the overall vibe of your brand – something that is nearly impossible to recreate online.

Allowing customers to get their online orders in-store allows them to see first-hand what your company is all about.

Another reason your business should be taking advantage of BOPIS is you increase the chances that a customer will make additional purchases when they walk into your store. The boost in foot traffic will directly correlate with the jump in your bottom line, as they browse your products in the store that they want to buy.

Studies have shown that 49% of consumers make an unintended purchase while they are picking up their online order in-store. Likewise, 75% of customers that have used BOPIS agree that they are more likely to make an additional purchase later.

That means if you are not leveraging BOPIS retail, you are leaving sales opportunities on the table!

One thing we have learned during the global pandemic is that consumers want to feel valued. Offering BOPIS options shows your customers that your brand values their health and safety – and that of your employees. 

Allowing them to pick up their orders in-store or at the curb eliminates the time they need to wait in line and risk exposure. Who wouldn’t want to buy from a brand that makes health and safety a top priority?

When you deliver a positive, smooth experience, you can foster brand loyalty. This will lead to repeat purchases in the future since customers trust your brand to provide the goods and services that they need.

In other words, if they know they can easily order online and pick up their purchase in-store, they will be more likely to do so again and again. Likewise, they will choose to buy from your brand over a store that does not offer BOPIS or BORIS.

To develop a successful BOPIS strategy, you first need to have the right infrastructure in place. For example, you need to have an online presence and a physical storefront to make it work. 

The online website or application should be easy to navigate and user-friendly. It also needs to provide real-time visibility into what products are available – and in which stores – so that your customers know where they can find the items. Remember that the goal is to maximize convenience and to create a seamless experience!

If you want to provide real-time visibility, your brand will need technology that delivers current inventory information to the customer. Everything from order statuses, cycle time, workflows, and customer engagement should be linked and automated. This is especially important if you have multiple locations.

When your customers arrive to pick up their online orders, you should have a designated spot for them. Whether it is a section of the parking lot reserved for curbside pickup or a window at the front of your store, it should be clear where their order is waiting.

Lastly, you need to train your staff to execute BOPIS orders and how to maximize the customer experience. Consider the staffing requirements needed to support options like curbside pickup, as well as the training required to get new employees up to speed with your inventory systems and processes.