In the rapidly evolving landscape of retail, meeting customer expectations has become more critical than ever. A modern approach gaining popularity is Buy Online, Pick Up In Store (BOPIS), a strategy that not only drives in-store foot traffic but also seamlessly connects online and offline experiences.
BOPIS eCommerce, also known as click-and-collect, gained significant momentum during the COVID-19 pandemic, with almost half of the top 500 retailers adopting this model. Surprisingly, even after the pandemic, BOPIS eCommerce continues to thrive, with projected retail sales expected to surpass $150 million by 2025, up from $73.16 million in 2020.
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Far from being a fleeting trend, BOPIS has proven to be a year-round staple for retailers, including its successful application during holiday seasons like Black Friday. To harness the full potential of this approach, it’s crucial for retailers to comprehend what BOPIS entails and why customers now expect it.
Understanding Buy Online, Pick Up In Store (BOPIS)
Customers today desire choice, accessibility, and flexibility in how they receive their orders. BOPIS eCommerce serves as a solution by allowing customers to select items online and choose a convenient time and location for in-store pickup. The process unfolds in three key steps:
Customers Buy Online:
– Customers complete their purchases online or through an app.
– They select a preferred time and store for free pickup, leveraging real-time local inventory visibility.
Store Fulfills the Order:
– If the item is in stock locally, a store associate quickly locates, packs, and notifies the customer when it’s ready for pickup.
– If the item is not in stock, the associate orders it from a nearby store or warehouse, and the customer is notified upon arrival.
Customers Pick Up the Order:
– Customers retrieve their orders either inside the store or through convenient curbside pickup.
– Clear communication through text messages, push notifications, or confirmation emails ensures a smooth pickup process.
Elevating Online Businesses with BOPIS
Online businesses are also reaping the benefits of BOPIS integration:
Reduced shipping costs.
Shipping orders from a retailer’s distribution center to a customer’s front door can be expensive for the retailer, with labor and packaging costs quickly adding up.
Retailers can save on last-mile shipping if customers pick up items from the store while still offering a fast, free shipping option.
Lower cart abandonment rate.
Two of the primary reasons for cart abandonment among online shoppers are expensive shopping costs and long delivery times.
With BOPIS eCommerce as an alternative option, companies can help customers bypass frustrating aspects of online shopping and ensure that their customer journey ends with checkout.
Quicker service.
If customers need an item immediately, it’s much faster to order an in-stock item online and have it ready for pickup in an hour than it is to wait two days or longer for an Amazon delivery — as long as the pickup occurs on business days and within store hours.
Getting products in the hands of the customer fast is essential, and BOPIS can offer exactly that.
In-stock insurance.
BOPIS serves as a kind of insurance that the item customers want is 100% at the store of their choice when it’s ready for pickup.
The last thing a consumer wants is to purchase an item through the app selecting a BOPIS fulfillment option, only to arrive at the store and find out the product is unavailable or has been substituted for something else.
Increase store traffic.
As online shopping has grown in popularity, many brick-and-mortar stores have struggled to increase or maintain their store traffic. Online shopping is more convenient and often a faster journey.
However, with BOPIS, retailers can bridge the gap between the online and physical stores to drive shoppers back through the door. As a natural byproduct, nearly half of shoppers make additional purchases while picking their items up in-store — helping store locations promote store-based best sellers and new arrivals.
Challenges of BOPIS Implementation
While BOPIS eCommerce offers numerous advantages, there are essential considerations for successful implementation:
Brick-and-Mortar Presence:
– BOPIS requires at least one physical store to facilitate order pickups and attract foot traffic.
Time to Fulfillment and Storage:
– Successful BOPIS programs demand efficient order management and sufficient inventory space.
Inventory Synchronization:
– Real-time inventory visibility across all locations is crucial for a seamless BOPIS experience.
– If you have multiple locations, your solution must connect your POS inventory across all areas to provide visibility to customers and ensure same-day pickup options.
Initial Investment of Time and Money:
– BOPIS implementation requires a significant investment in systems and staff.
– Additionally, as online purchases grow more complex, businesses will need payment processes in place that can work with BOPIS, no matter if the customer is using credit cards or gift cards.
BigCommerce BOPIS APIs: A Game-Changer
To streamline the BOPIS process, BigCommerce offers BOPIS APIs, enabling an end-to-end pickup experience. These APIs cover the following areas:
Locations (New) — configure locations to keep track of inventory and pickup information for multiple retail facilities
Pickup Methods (New) — assign pickup times and instructions for each of your locations
Inventory — track and display inventory across multiple locations
Orders — assign pickup consignments to your orders
Storefront — display available pickup options near provided coordinates
Checkout — offer pickup methods and payments seamlessly alongside your existing shipping options
Getting Started with BigCommerce BOPIS APIs:
– Utilize a Stencil theme customizable with GraphQL Storefront APIs.
– Implement custom checkout via Optimized One-Page Checkout with the Checkout JS SDK.
While BOPIS features are currently API-only and not accessible through the control panel, the benefits of increased convenience and flexibility make it a worthwhile addition to your e-commerce strategy.
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In conclusion, the adoption of BOPIS in the e-commerce landscape, especially with the support of BigCommerce BOPIS APIs, signifies a customer-centric approach that aligns with the evolving expectations of modern shoppers. Embracing BOPIS not only addresses current demands but positions businesses for sustained success in the ever-changing retail environment.
Source: https://ecommerce.folio3.com/blog/future-of-e-commerce-with-bigcommerces-bopis-solution/
