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BOPIS – Leveraging this way of selling online to get more sales

Buy online and pickup in store

Buy-Online-Pickup-In-Store, or in short, BOPIS. This way of selling online has many undiscovered advantages, especially with the evolution of the online shopper. Amazon made most online shoppers used to fast delivery, and that caused the rest of the e-commerce industry to adopt a next-day delivery model.

Subsequently, the shopper is craving more convenience. What was new yesterday is old tomorrow. Shoppers are increasingly using this type of transaction more and more, whether it is because of last-minute shopping, running out of things at home or the office, or whether it is because of forgotten anniversaries, birthdays or valentines days…

Although BOPIS is not an easy aspect to activate in the broader Omni-channel strategy, it is quite fascinating that more retailers don’t offer this service to customers, as surveys indicate that more than 22% of shoppers that go in-store to pickup a product, ended up buying more products in-store.

This offers the retailers the opportunity to leverage BOPIS more directly, as there is almost a 25% probability that once an online shopper picks up a product ordered online, that they will increase their basket size automatically. Retailers that embrace this can use predictive modelling to up-sell or cross-sell to the customer once in-store, either by means of a well trained staff member, or by means of merchandising around the pick-up area, or push notification via their mobile app.

Regardless of strategy, it seems that the popularity of BOPIS and drive-up services will increase as shoppers become more reliant on convenience, causing them to buy more last-minute than before. Retailers will do well to align themselves with this shopper insight.

Cassie van Wyk is the main author of this blog and has years of experience in the field of channel marketing and e-commerce respectively. He has a passion for writing and sharing knowledge, and does a lot of research in order to bring factual information to all the blog visitors. Feel free to reach out at any time!

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