HomeNEWSWhy retailers should consider buy-online-pickup-in-store (BOPIS)

Why retailers should consider buy-online-pickup-in-store (BOPIS)

Research by Comprar Acciones shows that retailers offering buy-online-pickup-in-store (BOPIS) options increased their digital revenue by 49% (YoY) on average. Comparatively, retailers not offering BOPIS had an average increase of 28%.

BOPIS appears to be a vital strategy throughout the pandemic, again revealing that retailers who are innovating to keep up with changing consumer behaviour reap bigger rewards than those who do not.

There are many benefits to BOPIS, including more choice for shoppers who wish to BOPIS for convenience, no shipping costs or delivery delays (assuming the order can be fulfilled without delay), increased impulse buy opportunities for shoppers picking up their item, and fewer returns.

Interestingly, a report from Adobe Analytics shows that in the United States, BOPIS orders went from a 15% share at the onset of the pandemic to 25% in December 2020. And according to Digital Commerce 360, only 6.9% of its top 500 retailers offered BOPIS prior to the pandemic, with this figure rising to 43.7% by August 2020.

One United States retailer benefiting from BOPIS is big-box giant Target. In 2020 Target sold over 150 million items under Drive Up and Order Pickup, four times the 2019 figure. In Q2 2020, Target’s digital sales grew by 200%. Drive Up surged by 700% during the period. In Q3, 2020 it posted an increase of 154% in digital sales, with Drive Up soaring by 500%.

Of course, for retailers offering BOPIS, they must have adequate processes in place, preferably a real-time inventory management system.

As more and more shoppers find it convenient to browse online, as well as a desire for flexibility in how orders are fulfilled, BOPIS is one way to convert more customers to purchase goods online.

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