It’s a sunny Saturday morning, and you’re relaxing at home. You realize you need a few things for tonight’s dinner party. Instead of spending hours wandering around the store, you hop online, make your purchases, and within hours, you’re on your way to pick up your items. This seamless blend of online and offline shopping is made possible by a game-changing retail strategy known as BigCommerce BOPIS (Buy Online, Pick Up In Store).
In a world where convenience is king, BOPIS has rapidly gained popularity among consumers and retailers alike. Retailers are increasingly turning to BOPIS to meet customer demands for speed and convenience while simultaneously driving foot traffic to their physical stores.
In this ultimate guide to BigCommerce’s BOPIS feature, we’ll explore how this innovative fulfillment method works, the benefits it brings to businesses like yours, and how you can implement it to stay ahead in a competitive retail market.
What is BigCommerce BOPIS?
Buy Online, Pick Up In Store (BOPIS) is a retail strategy for BigCommerce stores that bridges the gap between digital and physical shopping experiences. It allows customers to browse and purchase products online and then pick up their orders at a designated store location.
The concept of BOPIS isn’t entirely new, but its rise to prominence is relatively recent. Before the pandemic, some retailers had begun to experiment with this model to provide a more flexible shopping experience. However, the COVID-19 pandemic significantly accelerated its adoption.
As lockdowns and social distancing measures limited in-store shopping, consumers increasingly turned to online options. BOPIS emerged as a practical solution, allowing shoppers to get what they needed quickly and safely without entering crowded stores.
This model gained rapid popularity because it catered perfectly to the needs of both consumers and retailers during the pandemic. Shoppers enjoyed the ease of online shopping combined with the immediacy of in-store pickup, while retailers could continue operations despite restrictions.
Post-pandemic, the trend has not only persisted but grown, as consumers have come to expect this level of convenience as the norm.
BOPIS vs. other fulfillment methods
It’s important to distinguish BOPIS from other fulfillment methods, such as curbside pickup and traditional in-store shopping. Here’s a breakdown:
BigCommerce BOPIS: Customers purchase products from BigCommerce stores online and pick them up inside the store. This method often includes designated areas within the store for easy and quick pickup.
Curbside pickup: Similar to BOPIS, but instead of entering the store, customers stay in their vehicles while store employees bring the orders to them. This method gained popularity for its minimal contact.
Traditional in-store shopping: Shoppers physically visit the store, browse products, and make purchases on-site. This method offers the most direct interaction with products but lacks the convenience and speed of BOPIS and curbside pickup.
How Important Is BOPIS to Retailers and Consumers?
So, why is BOPIS so important in today’s retail landscape? For consumers, BOPIS offers the ultimate convenience. Shoppers can browse and buy products online, skip the shipping fees, and collect their orders at a nearby store at their convenience. This model also eliminates the frustration of missed deliveries and the uncertainty of waiting for packages to arrive.
For retailers, BOPIS presents a golden opportunity to enhance customer satisfaction and boost sales. With BOPIS, retailers can save on shipping costs, reduce cart abandonment rates, and attract more customers to their physical stores.
Moreover, shoppers who pick up their orders in-store often make additional purchases, driving incremental sales and increasing overall store revenue.
How Does BOPIS Work?
BOPIS offers a seamless shopping experience that combines the convenience of online shopping with the immediacy of in-store pickup. Here’s a step-by-step guide on how the BOPIS process works for customers:
Step-by-step process of BOPIS for customers
Online browsing and purchase
Customers start by browsing the retailer’s BigCommerce website or mobile app, just like they would for any online purchase. They add items to their cart, ensuring they select the “pick up in store” option at checkout.
Real-time inventory check and selection of pickup location
During the checkout process, customers can check the real-time availability of their chosen products at various store locations. They select the most convenient store for pickup based on proximity and stock availability.
Order confirmation and preparation
Once the purchase is complete, customers receive an order confirmation email or SMS with details of their order, including the pickup location and estimated time for when their order will be ready.
The store receives the order and begins preparing it. If the items are in stock, they are gathered and set aside in a designated pickup area.
In-store or curbside pickup
When the order is ready, the customer is notified through their preferred communication method—be it email, SMS, or app notification. They can then go to the store at their convenience.
Depending on the retailer’s setup, customers can either enter the store to a designated pickup area or opt for curbside pickup, where they remain in their vehicle while a store associate brings the order to them.
Role of Technology in Facilitating BigCommerce BOPIS
Technology plays a crucial role in making BOPIS efficient and user-friendly. Here’s how:
Real-time inventory visibility
BigCommerce retailers use integrated inventory management systems that provide real-time updates on product availability. This ensures that customers can see exactly what’s in stock at each location, preventing disappointment and ensuring a smooth transaction.
Order notifications
Automated notifications keep customers informed at every step of the process—from confirming the order to notifying them when it’s ready for pickup. The transparency helps build trust and enhances the customer experience.
Mobile apps and online platforms
User-friendly mobile apps and websites like BigCommerce make it easy for customers to browse, purchase, and track their orders. These platforms often integrate features like GPS for locating the nearest store and digital wallets for quick payments.
Pickup coordination
Technology helps coordinate the pickup process, ensuring that store associates are alerted to prepare and deliver orders efficiently. For curbside pickups, geolocation services can notify the store when the customer arrives, minimizing wait times.
Is BOPIS Right for Your Business?
Before diving into the implementation of BOPIS, it’s crucial to determine if this fulfillment method aligns with your business model and resources. Here are some key factors to consider:
Type of products sold
- Product suitability: BOPIS works exceptionally well for items that customers often need immediately, such as groceries, electronics, and apparel. However, it might be less effective for products that require significant customization or are not typically bought on impulse.
- Size and manageability: Consider whether your products are easy to store and handle in a retail environment. Large, bulky items may pose challenges for in-store storage and quick retrieval.
Customer base and their preferences
- Customer demographics: Understand the shopping habits and preferences of your customers. Are they tech-savvy and comfortable with online shopping? Do they value the convenience of quick pickups?
- Geographical considerations: Evaluate the locations of your physical stores. Are they easily accessible to your target customers? Urban areas with high foot traffic might see more success with BOPIS compared to rural locations.
Current technological infrastructure
- Inventory management system: Implementing BOPIS requires a robust inventory management system that can provide real-time updates on product availability. This ensures customers have accurate information when making their purchases.
- Order management system: Your order management system should be capable of handling BOPIS orders efficiently, from online purchases to in-store fulfillment.
- Customer communication tools: Automated communication tools, such as email and SMS notifications, are essential for keeping customers informed throughout the BOPIS process.
Available resources for managing BOPIS
- Staffing: Assess whether you have enough staff to handle the additional workload that BOPIS brings. This includes picking and packing orders, managing the pickup area, and assisting customers.
- Training: Ensure that your staff is trained to handle BOPIS orders efficiently. They should be familiar with the technology and processes involved in fulfilling these orders.
- Space and logistics: Evaluate your store layout and storage capabilities. Do you have a designated area for holding BOPIS orders until customers pick them up? Can your space accommodate an increase in foot traffic?
Making the decision
Implementing BOPIS into your BigCommerce store can offer significant benefits, but it’s essential to weigh these factors carefully. If your business sells products that are well-suited for quick pickup, has a customer base that values convenience, and possesses the necessary technological infrastructure and resources, then BOPIS could be a valuable addition to your retail strategy.
However, if your current setup lacks the necessary components, it might be wise to invest in the required technology and staff training before rolling out BigCommerce BOPIS. The initial investment can lead to increased customer satisfaction, higher sales, and a more competitive position in the market.
eLocal: The Superior Pick Up and Delivery App
One popular BigCommerce BOPIS app that integrates well into any BigCommerce store is eLocal. Crafted by Epic, a full-service digital marketing company that specializes in BigCommerce, eLocal offers superior control over delivery and pickup processes.
What is eLocal?
eLocal is a customizable, user-friendly app that enhances delivery, pickup, and shipping management. It’s designed to streamline order fulfillment, improve inventory control, and enhance customer satisfaction.
It offers:
Superior inventory management control
- Manage inventory: Control product availability for delivery, pickup, or shipping.
- Real-time updates: Keep inventory synchronized across multiple locations.
- Order limits: Set limits for pickup orders to ensure manageable demand.
Flexible delivery and pickup options
- Customizable zones: Set specific delivery zones and manage times based on postal codes.
- Multiple locations: Manage multiple pickup locations for customer convenience.
- Rush delivery & charges: Offer rush delivery and apply extra charges for special days.
Enhanced checkout experience
- Custom checkout: Tailor the checkout process with default settings and billing controls.
- Preparation time: Set preparation times for orders.
- Countdown timer: Encourage faster purchases with a countdown timer.
Seasonal and holiday customizations
- Seasonal windows: Manage delivery and pickup during peak seasons and holidays.
- Custom dates: Flexibly adjust delivery schedules for special events.
Comprehensive Support and Training
- Free training: Epic provides free training and support to help you integrate eLocal.
- Video tutorials: Access a library of tutorials covering all aspects of eLocal.
Up your delivery game with eLocal
eLocal by Epic offers a complete solution for managing local order fulfillment with precision and ease. With superior inventory management, flexible delivery, and pickup options, and enhanced checkout features, eLocal helps boost customer satisfaction and streamline eCommerce operations.
Contact us now and ask us how eLocal can transform your retail strategy and drive sales.
