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 both retailers and clients, and this trend is expected to stay.

BOPUS tells retailers leverage omnichannel knowledge to boost online and in-store revenues when doing well. However, it requires synergy between online commerce paths and physical retail to succeed.

What are the advantages of the buy online, pick up in-store strategy, and how can retailers deliver? Now are some gratuities to consider.

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

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

True to its honour, it commits buyers the option to order items online and select them up in-store.

Here’s how the process labor:

Clients sit the say: Customers purchase goods online through the retailer’s mobile app or website. On the checkout landing page, customers can choose the appointment, hour, and pickup point. Retailer devises prescribe for getaway: Retail personnel acquisition its consideration of this agenda item said and jam-pack them. Once packages are ready for pickup, customers entitled to receive a notification through SMS or email. Customer picks up the packet: Customers can get their bundles in-store or at a dedicated pickup locating. Some retailers may offer curbside pickup alternatives where buyers can drive to the storefront and get their tells while remaining inside their vehicles.

This style of browsing is gaining popularity because consumers promote the accelerate and appliance of online patronizing.

Here are some statistics that prove this simulate is becoming increasingly popular 😛 TAGEND

68 percent of U.S. shoppers have leveraged BOPUS to realise acquires. 50 percentage of consumers “ve chosen” retailers based on whether they offer the option to pick up guilds in-store. 48 percent of consumers have consumed BOPUS because it gives free ship, followed by rapidity( 39 percent) and appliance( 28 percentage ).

How Can BOPUS Benefit Your Brand?

As you can imagine, the buy online, pick up in-store strategy can bring a lot of potential benefits to your business. In the requirements of this regulation, we’ll take a look at some of the favourite advantages it offers.

1. BOPUS Increases Traffic

Once purchasers arrived here your supermarket to pick up their goods, they’ll likely be persuasion to visit in-store. They were willing to inspect a commodity they’re interested in prior to acquiring it or browse for other items in your store.

Top reasons why buyers elevate BOPUS include reading a produce before taking it home( 77 percent ), avoid send costs( 65 percentage ), gadget( 29 percent ), and the ability to return the concoction instant( 23 percent ).

BOPUS can also boost traffic to your online website or increasing the proportion of downloads for your portable app. When customers subscribe to your online canals, you have more opportunities to send promotional content or advertise copes through the mobile app.

If patrons have an account on your website, you can get information about their browsing practices or buy history, then use it to create personalized promos.

2. BOPUS Increases Sales

It can also boost sales by promoting more parties to buy in-store when they pick up their pieces.

Invesp reports 75 percent of buyers who are already utilized BOPUS are likely to make an additional purchase. On exceed of this, 67 percent of BOPUS useds purchase additional items in-store when picking up their says.

This implies retailers get another opportunity to upsell commodities and increase longing obtains. More importantly, the convenience conveys more customers will flock to retailers who present it as an option.

3. BOPUS Provides a Better Customer Experience

BOPUS enables consumers to buy online, which represents a more accessible store experience.

Rather than is looking forward to the give in a few weeks, they can pick up the items on the same day.

When they arrive in-store to collect their original orders, they can also inspect products that interest them or get inquiries answered by staff.

Retailers who can provide a streamlined supermarket experience can also inform patrons whether a particular product is in stock prior to visiting the accumulation.

4. BOPUS Offers Free Shipping

With BOPUS, customers can experience free shipping. They can save up on a few horses and simultaneously enjoy the appliance of online browsing.

Customers likewise have the option to choose the time and age of pickup. They can insure when they can drop by the store or opt for same-day delivery if they urgently need an piece.

5. BOPUS Enables Quick Returns

Sometimes customers may wish to quickly return a concoction because it did not meet their apprehensions.

With BOPUS, shoppers can treat exchange of views among returns upon arrived here the supermarket. This is a lot better than ship the requires back and waiting for the return to be managed.

6. Improve Inventory Management System

Buy online, pick up in-store urges retailers to align their online and in-store inventory management system.

An order can also be fulfilled at the distribution hub, enabling a faster shipping and fulfillment process. When done right, it is feasible even allow customers to confirm whether an part is in stock before arriving in the place to check out commodities.

Customers are notified when an part is ready for pickup. This means they’re 100 percent guaranteed to receive their terminated dictate when they arrive at the supermarket unless provided otherwise.

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

What do retailers need to establish BOPUS a reality in their business? Here are the tip-off and ruses which you need to know.

1. Online Site or App for Placing Order

Of course, retailers must have an online website or mobile app where customers can dictate makes. Ideally, it is desirable to accurately tell which items are in stock for the shoppers’ convenience.

Since plenty of purchasers buy through their mobile designs, they may prefer retailers who give them buy via a portable app. With this direct, retailers can also send push notifications to let them know the order has been handled or is ready for pickup.

2. Physical Store or Pickup Location

BOPUS requires a physical supermarket or pickup location where customers pick up their parts.

Ideally, the country should be easily accessible, and it should accommodate higher hoof traffic.

Retailers offering curbside pickup may need to reserve parking space for curbside clients. They are also welcome to need to have clear signage so they know exactly where to pick up their items.

3. Real-time Inventory Capabilities

It can be frustrating when customers visit in-store or pick up their successions merely to realize one of the items is out of stock. Hence, retailers must have real-time inventory abilities so clients can easily determine whether an entry is in stock through the mobile app or website.

A robust retailer fulfillment system should also take into account order statuses and workflows.

If your business has multiple locations, opt for a organization with multi-location stock-take control abilities. This road, purchasers can determine item visibility and choice the most convenient location to shop for their desired products.

4. Train Staff

Whether clients guild online or in-store, the staff must be trained on best practices for aspect customer service.

Think about the problems that may occur when purchasers pick up their parts and civilize staff to respond accordingly,

If customers receive marred goods, then they are able to offer assistance for product returns. Likewise, customers with concoction investigates for in-store entries should be able to talk to staff that can help them acquire informed choice.

Support operators for the online directs should also be trained to ensure a consistent and seamless buying know.

Since you often need to improve customer experience, retrain organization every six to 12 months.

5. Investment on Staff to Manage BOPUS

The buy online, pick up in-store model requires initial asset to hire dedicated organization.

Their role includes the ability to identify online line-ups, pick them up in-store, and jam-pack them in a nifty parcel. You may also need hires in charge of double-checking and fulfilling line-ups.

6. Market Buy Online, Pick Up In-Store

Investing on BOPUS won’t be worth it if clients don’t even know it exists.

As a reaction, invest in marketing campaigns and promotional materials to boost customer awareness. Place signages in your retail outlets with directions on how clients can use this option. Consider creating social media positions and emails to announce the launch of BOPUS.

7. Leverage Augmented Reality Apps

Retailers who want to ensure a smoother online browsing ordeal can leverage augmented reality apps. This is an opportunity for shoppers to assessment or belief commodities before they make a purchase.

Take, for example, the IKEA Place app, which gives customers preview how their furniture sounds in their home prior to making a purchase. With your smartphone, you are eligible to immediately be considered whether the sofas, cabinets, or armchairs you plan to buy will join your room’s aesthetic.

Buy Online, Pick Up In-Store - Ikea

Not simply can this decrease returns, but clients can get a realistic anticipation of the items they’ll be acquiring from the collect.

8. Boost Personalization

Shops that want to offer more personalization are also welcome to opt for Customize Online, Pick Up In-Store( COPUS ).

The business model is very similar to the buy online, pick up in-store simulate, but the difference is patrons can customize its consideration of this agenda item ordered online.

Yankee Candle demonstrates consumers the opportunity to pick a sweetnes, include a photo, and a personalized message for $5. This builds their produces ideal for gift-giving.

Buy Online, Pick Up In-Store - Yankee Candle

Not all retailers are fit to offer personalized products and that’s absolutely OK.

Thanks to the latest advanced engineerings, you can leverage customer data scaffolds to get real-time profiles of shoppers. A chart may include their wish lists, obtain record, birthdays, or product recommendations.

With this information, staff and marketing units is available with personalized recommendations and guide customers throughout their buying journey.

BOPUS Brand Examples

Which firebrands or small businesses are superseding with this business model? Here are some examples which could inspire your own.

TC Running

TC Running is a symbol that offers running shoes and sportswear. It has expanded its online store to enable customers to get dictates carried or opt for curbside pickup. As a ensue, the brand’s auctions skyrocketed by at least 110 percent every month since its start.

Buy Online, Pick Up In-Store - TC Running

Ackroyd’s Scottish Bakery

Located in Detroit, Ackroyd’s is a popular bakery offering savory pies, tea cakes, sweets, and meats. In 2020, the business closed its retail stores in favor of curbside pickup seeks and nationwide shipping. Harmonizing to their website, the change to e-commerce and the buy online, pick up in-store simulate has given them the ability to expand their national reach and improve their creation and record.

Buy Online, Pick Up In-Store - Store Bakery


Fashion brand DressUp exercised BOPUS by turning their retail supermarkets into getaway locales.

Through the website, buyers can choose their promoted getaway location. Application will then check whether the items are in stock before the customer can purchase them on the checkout sheet.

In the Shipping section, customers who opt for BOPUS get the retail store Google Map location, contact details, and operating hours. The clear decide of teaches enable customers to pick up their says without a hassle.

Buy Online, Pick Up In-Store - DressUp


Precycle is a package-free store furnish organic produce and sustained food.

BOPUS precycle

For contactless delivery, they transitioned to a curbside getaway option. Harmonizing to their FAQ page , clients can target requires online and their broth accessibility is updated daily. Upon forming the acquire, they receive pickup instructions and click a link to view specific attitudes.


The buy online, pick up in-store business simulate enables e-commerce businesses and retailers to offer a seamless online shopping suffer.

At the same time, purchasers may be encouraged to drop by the physical store to make additional acquires or check out produces of interest.

Other remarkable perks of buy online, pick up in-store strategy involving the option to save up on shipping. In addition, customers can conveniently pick up their succession on the same day or at their opted season or time.

Though BOPUS can bring many benefits to your online shopping experience, you also need appropriate resources to launch it successfully. You’ll need a physical getaway spot, an online patronizing experience, and a real-time inventory management system.

While it may take time to get your logistics together, the benefits you derive will be worth it in the end.

How will you implement BOPUS for your digital label?

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