What Is BOPIS and Why Is It Important?

Two of the best things in the world combined are like a shortcut to happiness. Think sunshine and a much-needed vacation at the beach. Or a nice glass of cold milk with warm, gooey chocolate chip cookies! And, of course, a fast, efficient digital site paired with a well-structured physical store.

Customers love the convenience of online shopping — placing orders with a click and having them shipped anywhere they choose. But, even with the implementation of AR/VR, digital shopping can’t always replicate the tactile experience of physically interacting with a product in-store. This is why 75% of customers cite inconsistent sizing as the main reason for returning items — a problem that could be avoided through in-person shopping. However, shopping in physical stores comes with its own set of challenges, lacking the ease of access and convenience offered by its digital counterpart. 

Despite their shortcomings, these two shopping methods are at their best when combined — eliminating their individual problems when together. This is where BOPIS shines.

What is BOPIS? 

The quirky acronym stands for ‘Buy Online, Pickup In-Store’, a shopping model where customers can purchase products from eCommerce sites and collect them from a store location once their order is ready. It strays away from the fuss you’d get with traditional online shopping, such as shipping costs, delayed deliveries, unmet expectations of bought goods, and other upsetting issues. 

It’s a well-known fact that retailers and brands need to connect with their customers. That’s why BOPIS stands out as an ideal shopping model for building and fostering these relationships. It bridges the gap between digital and in-store retail, seamlessly filling the in-between with hybrid shopping which is a convenient option for shoppers.

How does BOPIS work?

Flexibility and accessibility — two words that every customer wants to hear. They derive from the click-and-collect model, enabling customers to fulfill their orders on their terms and ensuring their purchases and returns are finalized efficiently, ultimately enhancing the customer experience.

But how does it all work? Well, it’s quite simple really.

BOPIS is carried out in three key stages. Let’s go through them:

1. The customer buys a product online through a website, mobile app, or a social media shop: After adding their shopping to the cart, they can select an in-store pickup location on the checkout page (and might even have the option to select a time). With real-time local inventory updates, businesses can display if a product is in stock or out of stock, providing customers with a product’s availability status.

2. The business fulfills the order: Next, is the in-between stage of ordering and receiving the product — the processing of an order. There are two order fulfillment scenarios when ordering through BOPIS:

• • Pickup In-Store: After purchasing a product, the order can be shown to be in stock in a store. If it is, a store associate will be notified through an app to locate, pick, and pack an order from the in-store inventory for a customer. As soon as it’s prepared, the shopper notifies the customer that it’s ready to be picked up, via an email, or a text message. 
    
  • Ship to Store: After purchasing a product, the order can be shown to be out-of-stock at a store. If it is, a store associate can initiate a store transfer or order the same product from another store, warehouse facility, or distribution center. Once it arrives, the consumer is notified that their order is ready to be taken.

3. The customer picks up the order: Now the customer can collect their order! They’re informed of where to go which, like I mentioned before, can be from a store, or from a designated pick-up location. Some organizations even offer curbside pickup which allows the order to be given to the customer whilst they’re in a car — shown to be a convenient option for those who drive. 

To ensure BOPIS is implemented effectively, customers should receive a clear explanation of how it works, aligned with the specific requirements it might have with the company they’re shopping from. A company that does this well is Macy’s as they provide and clarify information on their customer service page on how their consumers should carry out BOPIS and curbside pickup when using their website and physical store.