The “Buy Online Pickup In Store” offering has become a popular addition to most retailer’s omni-channel strategy over the last few years. Flexible fulfillment programs that integrate all three sales channels – online, in-store and mobile apps – can reduce shipping costs for customers and increase overall sales by drawing more shoppers into the store. BOPIS improves customer satisfaction and allows traditional brick-and-mortar retailers to more effectively compete with major online stores.
In an age of Amazon Now/Echo, Alibaba, Mobile Payments and other disruptive retail technologies, customers are demanding and expecting more from brick-and-mortar retailers. Retailers must acknowledge these expectations or risk losing out to the competition. Today’s savvy and busy shoppers want to save two things: time and money. BOPIS as part of a bigger omni-channel strategy can deliver on both.
Strategic advantage of well implementing BOPIS include:
- More unplanned purchases when shoppers visit the store (40% vs only 25%).
- Faster delivery.
- Connecting customer data from online to offline for insights down the road.
- Larger basket sizes.
- Higher conversion rates.
- Sometimes it’s more convenient than waiting for the item to be delivered.
- Save on shipping costs.
- Shorter overall time to receipt of an order compared to ordering online.
- Price matching now ensures the most competitive price.
Over the last 8 years, we have had the opportunity to implement the mobile applications for a large number of retail BOPIS solutions. One of the key differentiators we have found in successful implementation is to incorporate analytics to measure the experience. We have done this multiple ways, from building bespoke dashboards to customizing Splunk reports. Recently, more retailers have been leveraging our mobile analytics offering, Optiko, to provide this competitive advantage. Access to actionable information from Optiko analytics allows our clients to gain insights so that applications and associate training can be improved based on actual data – not causal feedback. Gaining insights based on actionable data allow our clients to measure their return on mobile technology investments and identify where to invest for future improvements.