“Buy online, pick up in store” (BOPIS) is about to have its best year yet. About half of holiday shoppers expect to use BOPIS more than they did last year.
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This trend stems from more and more shoppers expecting fast, free shipping in addition to people being more comfortable with researching and buying online. It’s also a hit among app users—86% say they’re interested in BOPIS via mobile shopping app.
Although it’s popular, “buy online, pick up in store” may not be easy to implement, but you might see a boost in your customer experience and conversion.
The benefits of BOPIS
There’s an opportunity to resolve the issue of abandoned carts on websites and apps with “buy online, pick up in store.” NRF found that most people leave products behind because shipping costs made the total more than expected (56%) or the order value didn’t meet the free shipping requirement (45%).
Letting your customers click and collect their items in the same day guarantees a cheaper alternative to traditional e-commerce and a faster purchase-to-procurement timeline. 88% of millennials say they buy online and pick up their purchases in store to save money.
The downfalls of BOPIS
There’s really only one downside of offering “buy online, pick up in store:” you need to make sure it’s seamless and convenient. Forrester says:
It isn't easy orchestrating all the parts to make it look effortless to the customer — from a single view of inventory to staff training and compensation to eradicating old but very human channel conflict fears—but doing so meets expectations.
BOPIS, ship to store, reserve online, click and collect, or whatever you want to call it isn’t a new phenomenon, but it’s a trend that’s come to be expected from omnichannel retailers (much like fast, free shipping). Smarter retailers are taking it a step further by transforming their stores into mini fulfillment centers, according to NRF.
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