Buying products online and picking them up in-store is becoming increasingly popular offering. As a result, retailers are placing great emphasis on buy online, pick-up in-store (BOPIS) capabilities, because it not only improves the customer experience, it also increases store traffic. Consumers, especially those who can’t imagine waiting more than two days for the arrival of their acquisition, find this an attractive alternative, creating a win-win situation.
According to research conducted by Parago, digital-minded consumers like when retailers combine digital options with brick-and-mortar service. Retailers ranging from Whole Foods and Nordstrom to UPS and Staples are working to entice customers with the convenience and time-saving practice of retrieving online purchases at the physical store, rather than deal with the hassle of shipping.
However, of the estimated 61% of retailers offering BOPIS (according to Fortune), more than half recently had difficulty delivering a seamless experience to customers. Here are three tips to deliver a seamless BOPIS solution that not only pleases your customers, but increases overall retail sales.
Timely notifications. Make sure your staff is notified that an order is waiting to be picked to ensure it’s ready in time. To be successful, the first step is to ensure online inventory is available to the customer in-store. Aligning customer expectations is imperative and depends on confirming and readying the order in minutes, not hours or days.
Add curbside pickup. No customer wants to get out of their car in the rain or bring in three children to pick up an order. Make it easy for them by offering curbside delivery and install a system that alerts staff when the customer arrives. Retailers must enable the right technologies to make the curbside pick-up process as quick and seamless as possible.
Make it personal. Add SMS texts to allow customers to text the store when they arrive at your location. The system alerts staff members who have arrived and what they ordered. Leveraging multiple communication channels increases customer confidence by boosting visibility and allows you to clearly communicate pickup details with the consumer on a personal level.
BOPIS functionality should be a mutually satisfying opportunity for the retailer and the customer, increasing customer satisfaction by delivering a positive in-store pickup experience.
According to research conducted by Parago, digital-minded consumers like when retailers combine digital options with brick-and-mortar service.