Years ago, buying used to be a completely different experience.
Major shopping events like Black Friday were huge deals on k?rester with major holidays, and frequent sales events would certainly find stores full in order to bursting with customers eager to make the most of them.
Fighting the particular crowds and showing up earlier to get the best possible selection had been actually part of the fun.
But now that the world went digital, things have changed. The wonders of the internet and mobile technology make it possible for people to browse to their hearts’ content from your comfort of their own homes.
Just a few clicks later, plus whatever they want is coming to their front door, usually within a day or two, because of ua-fast shipping — just about all without ever having to set foot inside an actual store.
However , the increasing benefit of online shopping is leaving traditional retailers scrambling for practical ways to compete and lure customers through their actual physical doors.
Offering a handy “buy online, get in-store” (or BOPUS) option via their digital marketing efforts is one way to do this.
Here’s the closer look at how it works and what the benefits are to modern businesses like your own.
What is ‘Buy Online, Pick Up In-Store” (BOPUS)?
“Buy online, pick up in-store, ” or BOPUS, is really a business model that seeks to provide today’s consumers the best of both worlds — the convenience of remote shopping as well as the hands-on experience of in-person shopping .
It’s part of the movement toward multichannel buying that’s become increasingly stylish lately.
Retailers interested in adopting a BOPUS design maintain a continuously updated display of their current inventory that interested customers can browse online at their particular convenience.
The customer selects the items they want and finishes their purchase online. Later, they travel to the related brick-and-mortar store, where the dealer will have the items bagged and ready to pick up.
In some cases, the store may even offer a curbside option that will doesn’t even require the customer to leave their car.
How can BOPUS Benefit your Business?
BOPUS offers customers plus businesses alike a chance to engage with one another both online and offline — a great way to optimize the multichannel shopping experience regarding both parties.
Here’s a glance at some of the most significant business advantages of making BOPUS part of your business model.
It offers your customers the convenience they want
Digital age consumers are used to getting pretty much whichever they want in a flash without even having to leave home, thanks to powerful online shopping selections combined with lightning-quick shipping speeds.
Unfortunately, that’s left many brick-and-mortar businesses out in the cool as far as attracting new business.
BOPUS gives your conventional business a chance to come into action with the times and offer your clientele the convenience they want and expect .
They no longer have to go to the store to browse your selection. Instead, they can shop online whenever they like and pick up whenever it’s easiest for them. And returns and exchanges are usually entirely hassle-free, too.
It’s a speedier alternative to buying online
Even the speediest online shops can not offer shoppers the option of instant gratification, but BOPUS can.
When customers choose to place a BOPUS order, they will won’t have to wait even a day or two for that product to arrive from a remote location.
Instead, they can pick up their items in-person as soon as the retailer can pull their order from the shelves.
In this way, BOPUS gives a brick-and-mortar store a considerable advantage over also online shopping giants like Amazon.
And it gives today’s option-loving customer another selection to enjoy as far as how they can go shopping for things they need.
As convenient and desirable as an entirely online shopping encounter might be for both companies and customers, there will always be added expenses involved.
Shipping costs both parties money, plain and simple. Even “free” shipping isn’t entirely free, since associated costs are recouped via higher price points, added service fees, and so forth.
BOPUS saves each you plus your client money, especially over time.
Customers don’t have to pay for more to have their items sent to them from far away, and your business doesn’t have to take on the costs associated with shipping products ordered from your online shops.
It offers consumers peace of mind
The pandemic has given many customers an additional incentive to stay far from public places, stores incorporated.
But BOPUS will allow for them to resume shopping in the stores they love without having jeopardizing their health or sacrificing their peace of mind.
It also gives consumers who still love to shop in person confidence that they won’t make the trip out to a physical store only to find that the item these people wanted had sold out by the time they got there.
Instead, they can relax easy in the knowledge that their things are already their own , available for pickup at their convenience.
How to Build the BOPUS Model for Your Business
Interested in integrating BOPUS directly into how you run your business? Here’s a look at how to set your self up for success.
1 . Set up an app and a pick-up location
Naturally, any dealer interested in exploring BOPUS will require an efficient app or additional means for their customers to select and purchase goods.
Therefore make sure yours is mobile-friendly and easy to access across a complete range of devices. It should also include a practical way to see what is in stock at any given moment.
You’ll need a pickup location, as well. If you already have a physical store, that would be the most obvious choice.
Still, rate of interest cap set up additional pickup locations, especially if they want to offer a curbside option.
Mark the location with clear signage and consider setting up reserved car parking for pickup customers to help make things as easy as possible.
2 . Teach your staff
Whether you will be serving your customers entirely in-store or only when they will show up to pick up an online order, you want them to receive impeccable service.
Make sure your staff is fully trained for the fundamentals of excellent customer service , including when it comes to BOPUS-specific procedures.
Service agents need to fully understand how to handle any issues that arise plus advise customers on producing great purchasing decisions when they call for assistance.
3. Incorporate BOPUS into your marketing campaign
Going to the trouble of setting up a excellent BOPUS program won’t advantage your business much if your clients don’t know about it.
Build an entire digital marketing campaign around it to encourage awareness in your online audience.
Add this to the topics you posting about on social media. And put up plenty of signage in your physical areas to bring your in-store clients into the loop, as well.
4. Upgrade the online portion of the shopping experience
Smart business people don’t just stop at creating a BOPUS program and hoping the convenience alone will be enough to encourage clients to use it.
Instead, they go the extra mile to make the encounter genuinely appealing. Personalization is one way to get this done.
If you sell customizable items (like gift items), consider making it possible for customers to finish the customization process in-app or online, so the item is all ready to go by the time these people reach the store.
You may even want to take a page from IKEA’s book and let clients use augmented fact to see how a decorative product might look in their home or whether a wearable piece looks good on them prior to they buy.
Examples of BOPUS Brands in Action
Need a take a look at what a successful BOPUS business structure looks like once it’s ready to go? The following businesses have got this down to a science.
Ackroyd’s Scottish Bakery
This popular Detroit business specialized in tasty British treats closed the retail stores in 2020 in favor of nationwide shipping and curbside pickup to the tune of incredible success.
This successful sportswear plus shoe brand saw the profits explode when it began offering online customers the choice to choose between curbside pick-up and shipping.
This package-free sustainable food supplier successfully survived the pandemic by shifting to a contactless curbside pickup model to keep their customers safe.
This popular contemporary fashion brand transitioned its offline retail locations into streamlined pickup centers that are famous for their efficiency, convenience, plus stellar service.
And these are just several examples to consider. As you can see, BOPUS leaves plenty of room for creativity, which means you and your team are liberated to make it whatever your brand name most needs it to be.
Get creative, plus prepare to embrace the options.
Wrap Up: More Shopping Choices is the Key to Happier Clients
Modern consumers love convenience, and they love shopping online or on the go via their mobile devices.
But they’re increasingly open to multichannel experiences, too, and BOPUS lets them enjoy the convenience they’re utilized to without having to delay for their items to be shipped.
Now it’s time to take the next step and bring your customer experience directly into step with current tendencies.
Our comprehensive guide on crafting the right digital buyer experience and understanding purchasing seasons tells you everything you need to find out to get started!
Learn how to encourage robust sales margins all year round, master the art of email marketing, create innovative campaigns that get results, and more!
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