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Merchants need BOPIS in 2020

Brick-and-mortar retailers are beating online competitors with BOPIS (buy online, pickup in store).

December 09, 2019

Merchants need BOPIS in 2020
Black Friday 2019 numbers are in, and this year was record-breaking with an estimated $7.4 billion in sales. Looking closer, most transactions were, once again, from online orders while brick-and-mortar sales fell by 6.2%, according to ShopperTrak. For some retailers, this is bad news. However, those with BOPIS (buy online, pickup in-store) capabilities might be having their best year in a long time.

BOPIS, also known as click-and-collect, provides several benefits to both customers and retailers. For example, click-and-collect gives customers the convenience of online shopping but allows them to avoid shipping delays by picking up the items at their convenience. There are also no costs for shipping, which saves the customer or the retailer money. Finally, BOPIS brings customers into the store for potential upsell opportunities. One recent study shows that 85% of shoppers make additional in-store purchases when they pick up items they purchased online.

With so much upside for both retailers and their customers, it’s no wonder that the majority of retailers are planning to offer BOPIS soon. In fact, a commonly shared statistic claims that 90% of retailers expect to adopt a BOPIS strategy by 2024. If you aren’t talking to your retailers about this trend, you should be.

Getting started with BOPIS
To offer click-and-collect, your retailers will need to have a few things in place:

  • A physical address
  • E-commerce capabilities
  • Real-time inventory—Inaccuracies can cause a negative shopping experience for the consumer and, in an increasingly impatient world, getting it right the first time makes the difference between a happy repeat customer and one that denigrates the retailer to anyone who will listen. If a retailer doesn’t have an accurate inventory, BOPIS will not work.
  • A pickup location in-store—For small retailers, the main checkout is acceptable. For larger merchants, a stand-alone pickup area is ideal. Also, studies have shown that the pickup area should be in the front of the store.
  • Email automation—Excellent communication with customers is critical, so rely on e-commerce software to tell customers when their order has been received, when it’s ready to be picked up, when the store is open for pickup and any other relevant information that will make the process seamless for customers.
  • Changes to workflows—Minimally, items purchased online must be set aside so they aren’t sold by an in-store shopper. Busy retailers might need to allocate workers to gather items purchased online.
  • Dedicated parking—Since BOPIS is all about customer convenience, it might make sense for the retailer to set aside a short-term parking space or two for online order pickup.
While we’ve spent time discussing the value of BOPIS to retailers, it’s important to note that this trend is also being seen in the restaurant and grocery verticals. In short, any of your POS customers could be a candidate for BOPIS solutions in 2020.

If you need help assisting your merchants with real-time inventory management, e-commerce capabilities or changes to their business processes, contact Daryl Schuster, Ingram Micro’s DCPOS expert.