BOPIS: What can it do for Retailers and Customers?

September 7, 2021 Written By Hemant Parmar

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In the E-Commerce sector, customer experience has advanced over the years, which has led to the industry’s evolution. BOPIS is proving to be an effective business model for retailers in terms of meeting customer expectations. Retailers can combine online and offline experiences by selling online and picking up in store.

It is important that eCommerce owners considering BOPIS as an alternative checkout process or users seeking to take advantage of this offering understand what BOPIS is, how it works, and how it can enable a more effortless and positive shopping experience.

Approximately 75% of consumers who have used BOPIS plan to make an additional purchase, and 90% of retailers anticipate implementing BOPIS by 2021. This method has proven to be helpful between brick-and-mortar companies and online retailers who wish to keep their customers satisfied. Furthermore, this strikes a great balance between those who relish in-store shopping and those who prefer online shopping

What is BOPIS (Buy Online, Pick-Up in Store)?

BOPIS may be familiar to you, but you may not be aware of it. Buying online, picking up at the store is BOPIS. BOPIS is an online store that allows customers to buy online and pick up their delivery in store. Customers can pick up orders in many ways, including at designated customer service centres or BOPIS pickup areas, or even at BOPIS retail lockers.

As people believe that shopping in a physical store is cheaper than online shopping, BOPIS demand has risen significantly in the past few years. Despite the fact that we spend the majority of our time visiting physical stores, strategies like BOPIS perform much more importantly for customers and retailers alike. In addition to that, the strategy can be implemented by traditional retailers and they can beat Amazon.

BOPIS provides today’s customers with what they want and needs since they believe in advancement and technology. The population is shopping online and offline today, and that’s why BOPIS can be advantageous for your eCommerce store.

These strategies are increasingly being used by retailers to allow customers to shop online and pick up their orders in store. Consequently, customers save money, avoid lengthy delivery times, and avoid delivery errors, which are common. Customers can place orders online and visit the store when they are ready to see the item.

How Does BOPIS Work?

BOPIS is fairly easy to implement. Your eCommerce website should include an additional delivery method, and your physical stores should be able to process these orders if you have both online and offline sales channels.

As an example, if a customer wants an item from, and orders online from a local store, a store owner receives the order and prepares the order for delivery. Deliveries are made within hours of ordering. If the same item is not in stock, the store will ship the item to the customer, and the customer will have to wait a few days for the item to be delivered.

If a customer picks up their order in a store, they can choose from one of the BOPIS options. Customers will have a number of options for picking up their orders according to their convenience.

It is a good idea to have a designated pickup area where customers can go quickly to pick up their purchases. Here is more information on the BOPIS customer experience:

  • After finding a product they like, customers will have the option of picking it up or having it delivered from the online inventory.
  • Once an order is placed, it is fulfilled and held by the local storefront.
  • Pick-up can be done at the designated pickup area or through the self-assistance desk at the local storefront.

Every step of the shopping process should include the BOPIS, from displaying the product list to reminding the customer of the BOPIS at the check-out table.

What Are the Benefits of Providing BOPIS?

Several years ago, brick-and-mortar retailers began to improve their online offerings to showcase them as a core part of their customers’ shopping experiences. The BOPIS service was originally designed to assist retailers in gaining an edge in the eCommerce sector, since many fast-fillment retailers provide next-day shipping. In particular, these services are useful for brick and mortar retailers who aren’t able to offer the same free shipping and expedited shipping options as online retailers. Since the overhead costs at brick and mortar retailers are frequently prohibitive.

One of the most important advantages of BOPIS is same-day order fulfillment. Customers look for a frictionless, convenient shopping experience online because they want convenience and speed. Another way of putting it is that online shopper’s desire experience that provides them with as much immediate gratification as possible. This is exactly how BOPIS works.

1. Decreased Shipping Costs

Among the many benefits that BOPIS provides is the ability to lower shipping costs. Ordering a product does not necessarily mean you are purchasing it from a nearby store or area. Not all the time, so chances are you’ll have to pay extra shipping fees if you order from last-mile.

By choosing and implementing BOPIS for your store, your customers can save on shipping costs. As a result, reduced shipping costs are one of the first benefits you can expect.

2. Increased store traffic

BOPIS shipping options have a second advantage for retailers. BOPIS, with its inherent nature, brings the customer into a physical store. In addition to offering greater convenience, BOPIS also increases foot traffic inside the store. In brick-and-mortar retailers, this will be of great benefit to finding ways to increase the number of customers who are strolling (and shopping) in their aisles.

3. Faster order Fulfilment

It is easy for customers to maintain a positive relationship with BOPIS because of the many advantages of the service. Speed is undoubtedly the most important factor. By using BOPIS, customers receive their item much more quickly than they would by choosing home delivery. The item is particularly useful if it is physically available in their favorite store.

With businesses that provide in-store pickup, customers do not have to wait several days for their products, like they would with retailers that only offer home delivery services. They also give customers a variety of ways to shop, so BOPIS offers convenience as well. During lunch breaks or on their way home after work, they can pick up an ordered item via online shopping.

4. Secure delivery

The convenience of picking up an item with confidence from a store will be appreciated by customers. Having packages arrive safely at the homes of customers is a challenge for shipping companies and online retailers. As online shopping has become increasingly popular, so has the number of cases where packages are stolen from right outside of customers’ doorways. These people are so concerned about this issue that they have started investing in camera systems that face outwards, so they can catch video of package theft in progress.


Retailers and customers alike can benefit from BOPIS if they implement it into their eCommerce strategies. It is important for them to have an online presence, one physical location, and real-time inventory.

Do you need help implementing BOPIS at your store? M-connect Media can assist you. We have an in-house team of eCommerce consultants who know how to make the most of it. For more information, please contact us.

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