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Your 2022 guide to BOPIS


Published on: Mar 28, 2022


BOPIS – also known as “buy online, pick up in store”, or click and collect – is set to become a key trend of 2022. 70% of shoppers say that BOPIS has improved their shopping experience. Retailers love it because it saves on costs and increases footfall.

We’ve rounded up everything you need to know about this hybrid delivery option, from BOPIS basics to why it’s set to dominate in 2022.

What is BOPIS?

BOPIS is one of those helpful acronyms that does exactly what it says. Customers buy online, then pick up their purchases in-store. There are a few other variations on this theme, such as BORIS (buy online, return in store) and ROPIS (reserve online, pick up in store).

But whatever the details, the basic idea is the same. BOPIS is a mix of online and in store retail that is convenient for customers and retailers. For customers, the benefits include:

  • No shipping costs.
  • Faster order fulfilment.
  • Flexible collection time, instead of waiting at home for a delivery.
  • Managing the whole process on mobile, from purchase to pick-up.
  • Access to the in-store experience.

That last point is more important than you might think. Online shopping is fast and convenient, but consumers still enjoy visiting stores in person. Things like experiential retail, customer service and in-store offers can help cement the customer relationship that started online.

But what about the benefits for brands? Is BOPIS really worth it?

Why retailers love it

BOPIS is popular with retailers in 2022 because it seems to do the impossible. It reduces costs and shortens delivery times… while keeping customers happy, too.

Let’s break the benefits down:

    • With BOPIS, retailers don’t have to pay for last-mile delivery costs.
    • Purchases are available in store within hours rather than days, which improves customer perceptions of delivery times.
    • BOPIS takes the pressure off warehouse stocks and deliveries. Many orders can be fulfilled from store inventory.
    • In-store footfall increases – as do impulse purchases – when customers stop by to collect their orders.
    • BOPIS involves more touch points across more channels, from confirmation emails to mobile notifications, in-store customer service, and order packaging.

No wonder that 44% of retailers were offering BOPIS and other omnichannel options in 2020. That number is only set to rise. However, BOPIS is only as good as the system behind it.

Retailers need to have:

    • At least one brick-and-mortar location where customers can collect orders.
    • An effective, real-time system for tracking inventory across warehouses and stores.
    • A system for notifying customers when their order comes in – whether by app, SMS, or email.
    • A way to confirm customer identity and reduce fraud risk. Most retailers use order numbers, QR codes, or chip-and-PIN machines.

In other words, BOPIS is all about operations experience management. You’ll need to keep track of your stock – and even more importantly, you’ll need to keep your customers in the loop.

BOPIS in 2022

Many people believe that 2022 will be the real test of BOPIS systems. More people are using BOPIS than ever before, while retailers are facing a perfect storm of supply chain issues, labor shortages, and increased demand.

Retailers that have already established their BOPIS offering will be best placed to weather the storm. The unique mix of online convenience, flexible inventory, and in-store customer service protects retailers against supply chain disruption. It also makes it easier to communicate with shoppers about any issues or delays.

There are huge advantages on offer for retailers who start using BOPIS now. It’s an efficient, genuinely omnichannel approach to e-commerce that works for customers and for business. Will your store offer BOPIS this year?

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