{"id":25567,"date":"2021-02-05T12:55:24","date_gmt":"2021-02-05T12:55:24","guid":{"rendered":"https:\/\/www.parcelpending.com\/blog\/best-practices-for-adopting-a-bopis-model\/"},"modified":"2023-04-03T18:42:24","modified_gmt":"2023-04-03T18:42:24","slug":"best-practices-for-adopting-a-bopis-model","status":"publish","type":"post","link":"https:\/\/www.parcelpending.com\/en-ca\/blog\/best-practices-for-adopting-a-bopis-model\/","title":{"rendered":"Best Practices for Adopting a BOPIS Model"},"content":{"rendered":"

Social distancing protocols and remote work have completely redefined our way of living…and our way of shopping. As BOPIS (Buy Online, Pick Up In-<\/span>Store<\/span>) becomes increasingly mainstream, it\u2019s paramount to adopt these <\/span>BOPIS best practices<\/span> to bring in revenue, attract more customers, and increase <\/span>customer loyalty<\/span>.<\/span><\/p>\n

Make it Easy for the <\/b>Customer<\/b><\/h2>\n

Although the marketer in all of us wants to intrinsically place the pick-up counter at the back of the store to spur additional sales, resist! After all,<\/span> 61% of all customers<\/span><\/a> already <\/span>make an <\/span>additional purchase<\/span> when retrieving their orders.<\/span><\/p>\n

I<\/span>nstead, put <\/span>BOPIS pickup<\/span> areas at or near the front of your <\/span>store<\/span>. It\u2019s also worth considering special entrances, adding extra signage, and even designating special <\/span>curbside pickup<\/span> parking spaces to make the <\/span>BOPIS experience<\/span> easy for your shoppers. Remember: there is increased <\/span>customer demand<\/span> for this near-instant gratification method because consumers want to avoid a lengthy and cumbersome <\/span>shopping experience<\/span>.<\/span><\/p>\n

Communicate Early and Often<\/b><\/h2>\n

Many of your shoppers might be new to BOPIS and <\/span>curbside pickup<\/span>. Create a frequently asked questions page, provide exacting detail on how to retrieve an <\/span>online order<\/span>, and send emails not only confirming the <\/span>BOPIS order<\/span>, but also updates along the way. Apps from Target and Walmart, for example, track the shoppers\u2019 route to the <\/span>store<\/span> to maximize the efficiency of <\/span>curbside pickup<\/span>. Best Buy boasts that 40% of its online sales are picked up at a <\/span>physical store<\/span>. They, too, allow a <\/span>BOPIS customer<\/span> to mark themselves \u201con my way\u201d via their app.<\/span><\/p>\n

Motivate an <\/b>Additional Purchase<\/b> with Personalized Rewards<\/b><\/h2>\n

Personalize the <\/span>shopping experience<\/span> to cement <\/span>customer loyalty<\/span> and spur incremental sales. For example, it\u2019s relatively easy to create coupons attached to the <\/span>BOPIS order<\/span> so when a <\/span>customer<\/span> retrieves their order, they have an offer that is good for an in-<\/span>store<\/span> purchase for that day only.<\/span><\/p>\n

Additionally, consider sending customers notifications, texts, or emails about related products they might want to buy in-<\/span>store<\/span>. Maps and search tools can guide online shoppers to the exact in-<\/span>store<\/span> location for any additional items they want to buy while they\u2019re in picking up their orders. You can also just mention which aisle they\u2019re in on the coupon.<\/span><\/p>\n

Install Smart, Contactless Lockers for Another <\/b>BOPIS Option<\/b><\/h2>\n

The initial research into retailers using smart lockers for contactless pick-up is overwhelmingly positive. <\/span>A Fortune 500 company and <\/span>major retailer<\/span> who installed Parcel Pending\u2019s automated lockers noted that <\/span>95.9% of customers said that using the locker saved them time in picking up their order; 94.3% of customers said that they are likely to use in-<\/span>store<\/span> pick up again and 93.4% of customers rated their experience as \u201cvery satisfied.\u201d Home improvement <\/span>retailer<\/span> Lowe\u2019s also <\/span>recently finalized a deal with Parcel Pending to install smart lockers at its 1,700+ U.S. stores to boost their <\/span>customer satisfaction<\/span>.<\/span><\/p>\n

In as little as 10 seconds, customers can retrieve their packages with zero human interaction. This can help retailers provide a contactless alternative to <\/span>curbside pickup<\/span> while also creating a scalable, convenient <\/span>BOPIS experience<\/span>.<\/span><\/p>\n

Create a Streamlined Omnichannel Experience<\/b><\/h2>\n

In 2020, $861 billion was spent on online <\/span>eCommerce<\/span> retail sales representing 21.3% of total retail sales and a staggering 87% increase from 2017<\/span>2<\/sup><\/span>. eCommerce predictions<\/a> are clear: <\/span>online shopping<\/span> will continue, but savvy retailers will find ways to provide a seamless <\/span>omnichannel strategy<\/span>.<\/span><\/p>\n

Omnichannel retailing<\/span> means meeting consumers where they are; it\u2019s the practice of selling across multiple channels and devices for one unified <\/span>shopping experience<\/span>. And, it\u2019s more profitable than single-channel shopping options: Omnichannel customers spend 4% more in-<\/span>store<\/span> and 10% more online than single-channel customers<\/span>3<\/sup><\/span>. For every additional channel a <\/span>shopper<\/span> uses, they spend more money. However, it\u2019s important to note that 75% of consumers expect a consistent customer experience whenever they engage with a brand, regardless of the channel<\/span>4<\/sup><\/span>. <\/span>Successful <\/span>omnichannel retailers<\/span> recognize the growing importance of seamless experience<\/a> for customers and are making plans to improve these offerings for 2021 and beyond.\u00a0<\/span><\/p>\n

Offer <\/b>Omnichannel Fulfillment<\/b><\/h2>\n

Consumers welcome options. Whether it\u2019s <\/span>curbside pickup<\/span>, BOPIS, shipping, or same-day delivery, <\/span>customer expectations<\/span> are trending towards reliable options from their trusted retailers. The key takeaway is to let a <\/span>customer<\/span> know about these options via your mobile app, at checkout, on your website\u2019s homepage, and on social media platforms.<\/span><\/p>\n

Curbside pickup<\/span> is trending upwards as it offers a safe <\/span>order fulfillment<\/span> option. The <\/span>curbside meaning<\/span><\/a> is exactly how it sounds: shoppers pull up outside a <\/span>retail store<\/span> and the <\/span>retailer<\/span> brings their order out to the car, providing a contactless and frictionless <\/span>shopping experience<\/span>. Of course, similar to recommendations for a <\/span>successful BOPIS strategy<\/span> above, be sure to create clear signage directing customers to the correct pickup spots.<\/span><\/p>\n

For instance, Target fulfilled 80% of its online orders through its nearly 1,900 <\/span>retail store<\/span> locations during Q1 2020<\/span>5<\/sup><\/span>. <\/span>Curbside pickup<\/span> for web orders increased 500% year over year as Target extended the service to about 1,750 of its stores. Walmart has taken a similar approach by utilizing its vast <\/span>physical store<\/span> footprint to fulfill online orders.<\/span><\/p>\n

Implementing a seamless <\/span>omnichannel fulfillment<\/span> process requires solid <\/span>inventory management<\/span>, good <\/span>customer<\/span> communication, efficient warehouse management, and a reliable shipping and delivery infrastructure. Retailers must embrace new technologies to improve <\/span>supply chain<\/span> management and continue to provide the best experience possible for their customers.<\/span><\/p>\n

Focus on The <\/b>Brand<\/b> Experience as a Competitive Advantage<\/b><\/h2>\n

\u201cBrands will need to switch strategies to be more about the <\/span>brand<\/span> experience and values rather than just the functional convenience of e-commerce,\u201d explains Jay Pattisall, a principal analyst at research company Forrester Research<\/span>6<\/sup><\/span>. Consumers with an emotional connection to a <\/span>brand<\/span> have a 306% higher lifetime value, stay with a <\/span>brand<\/span> for an average of 5.1 years vs. 3.4 years, and will recommend brands at a much higher rate (71% vs. 45%)<\/span>7<\/sup><\/span>.<\/span><\/p>\n

\n

We continue to live in a quick-changing world. Retailers today must remain flexible with their BOPIS strategy and keep a pulse on relevant omnichannel trends<\/a> to better serve their customers.<\/span><\/p>\n

Interested in improving your <\/span>customer experience<\/span> in 2021? Learn more about our<\/span>retail locker pickup<\/a> solutions here<\/span>.<\/span><\/p>\n

Sources:<\/b><\/p>\n

    \n
  1. O\u2019Brien, Mike. Sailthru. <\/span>6 Tips for Using Email to Drive Store Traffic<\/span><\/i>. (2019, July 2). <\/span>https:\/\/www.sailthru.com\/marketing-blog\/frye-foot-locker-tory-burch-email-store-traffic\/<\/span><\/a>.<\/span><\/li>\n
  2. Ali, Fareeha. Digital Commerce 360. <\/span>U.S. ecommerce grows 44.0% in 2020<\/span><\/i>. (2021, January 29). <\/span>https:\/\/www.digitalcommerce360.com\/article\/us-ecommerce-sales\/<\/span><\/a>.<\/span><\/li>\n
  3. Sopadjieva, E., Dholakia, U., and Benjamin, B. Harvard Business Review. <\/span>A Study of 46,000 Shoppers Shows That Omnichannel Retailing Works<\/span><\/i>. (2017, January 3). <\/span>https:\/\/hbr.org\/2017\/01\/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works<\/span><\/a>.<\/span><\/li>\n
  4. Salesforce. <\/span>Customer Expectations Hit All-Time Highs<\/span><\/i>. (n.d.) <\/span>https:\/\/www.salesforce.com\/research\/customer-expectations\/<\/span><\/a>.<\/span><\/li>\n
  5. Bimschleger, Curt. Deloitte. (2020). <\/span>A Road Map for Omnichannel Fulfillment: Advancing Your Omnichannel Retail Strategy<\/span><\/i> [Report]. Retrieved from: <\/span>https:\/\/www2.deloitte.com\/us\/en\/pages\/consulting\/articles\/a-roadmap-for-omnichannel-fulfillment.html<\/span><\/a><\/li>\n
  6. Bruell, Alexandra. The Wall Street Journal. <\/span>E-Commerce to Total a Quarter of Global Retail by 2024, GroupM Forecasts<\/span><\/i>. (2020, December 16). <\/span>https:\/\/www.wsj.com\/articles\/e-commerce-to-total-a-quarter-of-global-retail-by-2024-groupm-forecasts-11608116401<\/span><\/a>.<\/span><\/li>\n
  7. T, Viraj. MarTech Series. <\/span>Motista\u2019s Study Results Conclude That Emotional Connection Is the Key to Brand Success<\/span><\/i>. (2018, October 8). <\/span>https:\/\/martechseries.com\/sales-marketing\/customer-experience-management\/motistas-study-results-conclude-emotional-connection-key-brand-success\/<\/span><\/a>.<\/span><\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"

    Social distancing protocols and remote work have completely redefined our way of living…and our way of shopping. As BOPIS (Buy Online, Pick Up In-Store) becomes increasingly mainstream, it\u2019s paramount to adopt these BOPIS best practices to bring in revenue, attract more customers, and increase customer loyalty. Make it Easy for the Customer Although the marketer […]<\/p>\n","protected":false},"author":3,"featured_media":25568,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[324],"tags":[],"class_list":["post-25567","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-retail-en-ca"],"acf":[],"yoast_head":"\nBest Practices for Adopting a BOPIS Model | Parcel Pending<\/title>\n<meta name=\"description\" content=\"When implemented correctly, a BOPIS model can boost revenue and increase customer loyalty for retailers. 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