How to Make ‘Buy Online, Pick Up in Store’ (BOPUS) Work for Your Digital Brand

How to Make 'Buy Online, Pick Up in Store' Option Work for Your Digital Brand

The BOPUS (Buy Online, Pick Up In-Store) has been attracting hype for each retailers and prospects, and this development is anticipated to keep. 

BOPUS lets retailers leverage omnichannel experiences to increase on-line and in-store income when finished effectively. However, it requires synergy between on-line commerce channels and bodily retail to succeed. 

What are the benefits of the purchase on-line, decide up in-store technique, and the way can retailers ship? Here are some suggestions to contemplate. 

What Is Buy Online, Pick Up In-Store (BOPUS)?

BOPUS stands for Buy Online, Pick Up In-Store. It is usually additionally shortened to BOPIS.

True to its title, it offers buyers the choice to order gadgets on-line and decide them up in-store. 

Here’s how the method works: 

  1. Customers place the order: Shoppers buy items on-line by way of the retailer’s cell app or web site. On the checkout touchdown web page, prospects can select the date, time, and pickup location. 
  2. Retailer prepares order for pickup: Retail workers discover the gadgets ordered and pack them. Once packages are prepared for pickup, buyers can obtain a notification by way of SMS or e-mail. 
  3. Customer picks up the package deal:  Customers can get their packages in-store or at a devoted pickup location. Some retailers could provide curbside pickup choices the place customers can drive to the storefront and get their orders whereas remaining inside their automobiles. 

This type of purchasing is gaining reputation as a result of customers favor the velocity and comfort of on-line purchasing. 

Here are some statistics that show this mannequin is turning into more and more widespread:

  • 68 p.c of U.S. customers have leveraged BOPUS to make purchases. 
  • 50 p.c of customers have chosen retailers primarily based on whether or not they provide the choice to decide up orders in-store.
  • 48 p.c of customers have used BOPUS as a result of it gives free delivery, adopted by velocity (39 p.c) and comfort (28 p.c).

How Can BOPUS Benefit Your Brand?

As you possibly can think about, the purchase on-line, decide up in-store technique can carry loads of potential advantages to your online business. In this part, we’ll check out among the widespread benefits it gives. 

1. BOPUS Increases Traffic

Once prospects arrive in your retailer to decide up their items, they’ll probably be tempted to go to in-store. They might want to examine a product they’re in prior to buying it or browse for different gadgets in your retailer. 

Top the reason why customers favor BOPUS embody seeing a product earlier than taking it dwelling (77 p.c), keep away from delivery charges (65 p.c), comfort (29 p.c), and the power to return the product immediately (23 p.c). 

BOPUS may also increase visitors to your on-line web site or enhance the variety of downloads for your cell app. When customers subscribe to your on-line channels, you’ve gotten extra alternatives to ship promotional content material or promote offers by way of the cell app. 

If prospects have an account in your web site, you will get details about their looking habits or buy historical past, then use it to create customized promos. 

2. BOPUS Increases Sales

It may also increase gross sales by encouraging extra folks to purchase in-store once they decide up their gadgets. 

Invesp reviews 75 p.c of buyers who’ve beforehand used BOPUS are probably to make a further buy. On high of this, 67 p.c of BOPUS customers buy further gadgets in-store when choosing up their orders. 

This means retailers get one other alternative to upsell merchandise and enhance impulse purchases. More importantly, the comfort means extra prospects will flock to retailers who provide it as an choice.

3. BOPUS Provides a Better Customer Experience

BOPUS permits customers to purchase on-line, which implies a extra handy purchasing expertise. 

Rather than wait for the supply in per week, they will decide up the gadgets on the identical day. 

When they arrive in-store to gather their unique orders, they will additionally examine merchandise that curiosity them or get inquiries answered by workers. 

Retailers who can present a streamlined purchasing expertise may also inform prospects whether or not a selected product is in inventory prior to visiting the shop. 

4. BOPUS Offers Free Shipping 

With BOPUS, buyers can take pleasure in free delivery. They can save up on a couple of dollars and concurrently benefit from the comfort of on-line purchasing. 

Customers even have the choice to select the date and time of pickup. They can management once they can drop by the shop or decide for same-day supply in the event that they urgently want an merchandise. 

5. BOPUS Enables Quick Returns 

Sometimes prospects may need to shortly return a product as a result of it didn’t meet their expectations. 

With BOPUS, customers can course of exchanges and returns upon arriving in the shop. This is lots higher than delivery the orders again and ready for the return to be processed. 

6. Improve Inventory Management System 

Buy on-line, decide up in-store encourages retailers to align their on-line and in-store stock administration system. 

An order can be fulfilled on the distribution middle, enabling a quicker delivery and achievement course of. When finished proper, it might probably even enable prospects to verify whether or not an merchandise is in inventory earlier than arriving in the shop to take a look at merchandise. 

Customers are notified when an merchandise is prepared for pickup. This means they’re 100% assured to obtain their full order once they arrive on the retailer except said in any other case. 

How to Have a Successful Buy Online, Pick Up In-Store Business Model

What do retailers want to make BOPUS a actuality in their enterprise? Here are the information and methods which you want to know. 

1. Online Site or App for Placing Orders

Of course, retailers will need to have a web based web site or cell app the place prospects can order merchandise. Ideally, it ought to precisely inform which gadgets are in inventory for the consumers’ comfort. 

Since loads of prospects purchase by way of their cell gadgets, they could favor retailers who allow them to buy by way of a cell app. With this channel, retailers may also ship push notifications to allow them to know the order has been processed or is prepared for pickup. 

2. Physical Store or Pickup Location

BOPUS requires a bodily retailer or pickup location the place prospects decide up their gadgets. 

Ideally, the world needs to be simply accessible, and it ought to accommodate greater foot visitors.

Retailers providing curbside pickup may have to reserve parking house for curbside prospects. They may want to have clear signage so that they know precisely the place to decide up their gadgets. 

3. Real-time Inventory Capabilities

It will be irritating when prospects go to in-store or decide up their orders solely to understand one of many gadgets is out of inventory. Hence, retailers will need to have real-time stock capabilities so prospects can simply decide whether or not an merchandise is in inventory by way of the cell app or web site. 

A strong retailer achievement system must also bear in mind order statuses and workflows.

If your online business has a number of areas, decide for a system with multi-location stock administration capabilities. This means, prospects can decide merchandise visibility and select probably the most handy location to store for their desired merchandise. 

4. Train Staff

Whether prospects order on-line or in-store, the workers should be skilled on greatest practices for high quality customer support. 

Think in regards to the issues that will happen when prospects decide up their gadgets and practice workers to reply accordingly, 

If prospects obtain broken items, then they need to provide help for product returns. Likewise, prospects with product inquiries for in-store gadgets ought to have the opportunity to speak to workers that may assist them make knowledgeable choices. 

Support brokers for the web channels must also be skilled to guarantee a constant and seamless shopping for expertise. 

Since you typically want to enhance buyer expertise, retrain workers each six to 12 months. 

5. Investment on Staff to Manage BOPUS

The purchase on-line, decide up in–retailer mannequin requires preliminary funding to rent devoted workers. 

Their position encompasses the power to establish on-line orders, decide them up in-store, and pack them in a neat package deal. You may want staff in cost of double-checking and fulfilling orders. 

6. Market Buy Online, Pick Up In-Store

Investing on BOPUS received’t be value it if prospects don’t even realize it exists. 

As a consequence, make investments in advertising and marketing campaigns and promotional supplies to increase buyer consciousness. Place signages in your stores with directions on how prospects can use this selection. Consider creating social media posts and emails to announce the launch of BOPUS. 

7. Leverage Augmented Reality Apps

Retailers who need to guarantee a smoother on-line purchasing expertise can leverage augmented actuality apps. This will allow buyers to take a look at or view merchandise earlier than they make a purchase order. 

Take, for occasion, the IKEA Place app, which lets prospects preview how their furnishings seems to be in their dwelling prior to making a purchase order. With your smartphone, you possibly can instantly see whether or not the sofas, cupboards, or armchairs you propose to purchase will match your room’s aesthetic. 

Buy Online, Pick Up In-Store - Ikea

Not solely can this lower returns, however prospects can get a practical expectation of the gadgets they’ll be buying from the shop. 

8. Boost Personalization

Shops that need to provide extra personalization may also decide for Customize Online, Pick Up In-Store (COPUS). 

The enterprise mannequin may be very related to the purchase on-line, decide up in-store mannequin, however the distinction is prospects can customise the gadgets ordered on-line. 

Yankee Candle offers customers the chance to decide a perfume, embody a photograph, and a customized message for $5. This makes their merchandise very best for gift-giving. 

Buy Online, Pick Up In-Store - Yankee Candle

Not all retailers are match to provide customized merchandise and that’s utterly OK. 

Thanks to the newest superior applied sciences, you possibly can leverage buyer knowledge platforms to get real-time profiles of buyers. A profile could embody their want lists, buy historical past, birthdays, or product suggestions. 

With this info, workers and advertising and marketing groups can provide customized suggestions and information prospects all through their shopping for journey. 

BOPUS Brand Examples

Which manufacturers or small companies are succeeding with this enterprise mannequin? Here are some examples which may encourage your personal. 

TC Running 

TC Running is a model that gives trainers and sportswear. It has expanded its on-line retailer to allow prospects to get orders shipped or decide for curbside pickup. As a consequence, the model’s gross sales skyrocketed by at the least 110 p.c each month since its launch. 

Buy Online, Pick Up In-Store - TC Running

Ackroyd’s Scottish Bakery

Located in Detroit, Ackroyd’s is a well-liked bakery providing savory pies, tea truffles, puddings, and meats. In 2020, the enterprise closed its retail shops in favor of curbside pickup orders and nationwide delivery. According to their web site, the shift to e-commerce and the purchase on-line, decide up in-store mannequin has given them the power to broaden their nationwide attain and enhance their manufacturing and stock.  

Buy Online, Pick Up In-Store - Store Bakery


Fashion model CostumeUp utilized BOPUS by turning their retail retailers into pickup areas. 

Through the web site, buyers can select their most well-liked pickup location. Software will then test whether or not the gadgets are in inventory earlier than the shopper can buy them on the checkout web page. 

In the Shipping part, prospects who decide for BOPUS get the retail retailer Google Map location, contact particulars, and working hours. The clear set of directions allow prospects to decide up their orders and not using a problem. 

Buy Online, Pick Up In-Store - DressUp


Precycle is a package-free retailer providing natural produce and sustainable meals. 

BOPUS precycle

For contactless supply, they transitioned to a curbside pickup choice. According to their FAQ web page, prospects can place orders on-line and their inventory availability is up to date each day. Upon making the acquisition, they obtain pickup directions and click on a hyperlink to view particular instructions. 


The purchase on-line, decide up in-store enterprise mannequin permits e-commerce companies and retailers to provide a seamless on-line purchasing expertise. 

At the identical time, prospects could also be inspired to drop by the bodily retailer to make further purchases or take a look at merchandise of curiosity. 

Other notable perks of purchase on-line, decide up in-store technique embody the choice to save up on delivery. In addition, buyers can conveniently decide up their order on the identical day or at their most well-liked time or date. 

Though BOPUS can carry many advantages to your on-line purchasing expertise, you additionally want acceptable sources to launch it efficiently. You’ll want a bodily pickup location, a web based purchasing expertise, and a real-time stock administration system. 

While it might take time to get your logistics collectively, the advantages you reap shall be value it in the top. 

How will you make the most of BOPUS for your digital model?

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