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What is BOPIS? Buy online, pick up in store.

In today’s fast-paced world, many consumers expect omnichannel shopping experiences that blend convenience and speed. Picture this: a customer is browsing your store online, adds items to their cart and with just a few clicks, places an order that you can prepare for pick-up the same day. You won’t even need to arrange for delivery. This flexible shopping method, known as BOPIS, gives customers the option to shop on their terms.

What is BOPIS?

BOPIS stands for ‘buy online, pick up in store’. Also called ‘click and collect’, it lets customers to shop from the comfort of their home while enjoying the immediate gratification of picking up their purchases at a local store. This approach may appeal to customers who want the ease of online shopping without delivery fees while also bringing foot traffic into stores for retailers.

How BOPIS works

There are 3 key stages to the BOPIS process, each of which can help create a smoother experience for the customer and the merchant:

The online purchase

Customers start by shopping online on a retailer’s website, app or third-party platform like Uber Eats. A frictionless checkout experience is essential for BOPIS to work well, as customers need to easily select pick-up as their fulfilment option.

Location options: Retailers may offer nearby pick-up locations – such as stores, warehouses or smart lockers – based on customers’ preferences.
Inventory check: Accurate, real-time inventory management is key to a positive customer experience. Merchants may use integrated systems that allow customers to view available stock before they complete their purchase.

The order pick-up

After placing the order, the customer arrives at the store to pick it up. Following best practices may support a smoother pick-up experience:

Inventory confirmation: Verifying item availability can help avoid customer disappointment. If something is out of stock, you might offer an alternative or arrange for a substitution to maintain a positive experience.
Real-time communication: Providing an easy way for customers to reach your team with any questions or changes can help enhance the pick-up process. Real-time updates, for instance, may help minimise confusion during pick-up.
Pick-up location: Designating a clear area for BOPIS pick-ups, whether it’s inside the store or kerbside, can help improve the experience for customers by making it easy to find their order quickly.

Return options

Offering flexible return methods can help support customer satisfaction. Here are some options you might consider:

In-store returns: Allowing customers to return items at the store where they picked up their order may make exchanges more convenient and could potentially lead to additional purchases.
Package returns: Offering customers the option to use a label you provide through a carrier of your choice may simplify the process. If you’re working with a third-party delivery platform, some may provide a white-label solution to help with managing package pick-ups and return deliveries, whether back to your warehouse, a preferred store location or the post office.

The advantages of BOPIS

BOPIS can offer valuable benefits for businesses and customers:

Enhances the customer experience

BOPIS provides customers with flexibility, allowing them to shop on their terms. Many find it helpful to avoid delivery fees and the uncertainty of waiting for shipments. For instance, in an National Retail Federation survey, more than 90% of consumers said they consider BOPIS convenient, with 70% noting it improved their experience.

Potentially increases operational efficiency and reduces costs

BOPIS orders may be simpler for businesses to manage, as they often reduce some of the challenges tied to last-mile delivery. When well-integrated into a business’s fulfilment system, BOPIS could help streamline logistics and possibly lower related costs.

May boost sales opportunities

In-store pick-ups can sometimes lead to additional purchases. A 2022 PYMNTS report found that 38% of consumers worldwide made extra purchases while picking up a BOPIS order.

The challenges of BOPIS

While BOPIS offers many potential advantages, it can also come with its share of challenges:

Inventory management

Managing inventory for BOPIS can be complex. If a customer arrives only to find that their items are unavailable, it could lead to dissatisfaction. Investing in a real-time inventory management system that integrates across all channels may help make sure you’re always providing accurate stock information.

Pick-up logistics

Preparing BOPIS orders can add tasks to staff workloads, particularly during busy periods. It may be helpful to assess how BOPIS fits into existing workflows and whether additional support or technology could streamline the process without disrupting other store activities.

Tech considerations

BOPIS often relies on the right technology setup. Some of the functionality you need might already exist in your current tech products, though additional tools or integrations could help make sure everything works together seamlessly. Taking the time to align your technology with BOPIS needs can contribute to a smoother experience.

The role of technology in enabling BOPIS

The right technology can play a key role in supporting a smooth BOPIS experience:

Online ordering platforms and apps: A reliable, user-friendly platform for placing orders online may improve the customer experience. Offering multiple options – like a website, branded app and third-party apps (such as Uber Eats) – could enhance your BOPIS success by reaching customers on the platforms they prefer.
Inventory management systems: Using inventory management software that updates in real time across all channels may help reduce stock discrepancies, providing customers with more accurate information and improving their experience.
POS systems: Integrating a point of sale system, with your online channels may assist in tracking BOPIS orders and managing stock more effectively.
Order management systems (OMS): An OMS can help centralise all incoming orders, potentially making it easier to track, manage and fulfil BOPIS orders alongside traditional and delivery orders.

Examples of BOPIS in retail and e-commerce

Businesses across various industries – from retail and grocery stores to restaurants and beyond – have added the click-and-collect option for e-commerce orders. Here’s how some well-known brands have implemented BOPIS:

Apple

Apple offers click-and-collect through its website and Apple Store app, allowing customers to view stock availability at nearby stores and select pick-up times that fit their schedules.

Starbucks

Starbucks integrates BOPIS on its website, app and some third-party platforms. Customers can order and pay online, then collect their items from designated areas or kerbside at many locations.

Target

An early adopter of BOPIS, starting all the way back in 2013, Target offers in-store pick-up and drive-up options through its website or app. Target also began accepting returns by drive-up at many locations as well.

How Uber makes BOPIS seamless for business owners

Uber may be known primarily for helping businesses fulfil delivery orders, but we offer a number of solutions that help with BOPIS orders as well, including those below.

Webshop enables you to add online ordering functionality to your online channels, while giving customers both pick-up and delivery options when they check out.
Joining the Uber Eats marketplace gives you an additional online sales and marketing channel that lets customers select either pick-up or delivery.
With Uber Direct, our white-label delivery-as-a-service, you can offer a premium package return service from your own sales channels. If a customer wants to return a pick-up order, you can save them a trip back to the store with the help of delivery people in Uber’s network.

These tools integrate with many major POS systems, which can help simplify implementation and support a positive experience for businesses and customers.

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