BOPIS stands for "buy online, pick up in store," also known as click and collect. Related variations include BORIS (buy online, return in store) and ROPIS (reserve online, pick up in store). The core concept: customers purchase items online and collect them at physical retail locations.
Key Stat
70% of shoppers say that BOPIS has improved their shopping experience.
Benefits for Customers
- Eliminates shipping costs entirely
- Reduces order fulfillment timeframes significantly
- Provides flexible collection schedules without home delivery waits
- Maintains access to in-store experiences and personal service
Why Retailers Love It
BOPIS appeals to retailers because it simultaneously reduces expenses and enhances customer satisfaction. 44% of retailers were offering BOPIS and other omnichannel options in 2020, with adoption rates expected to rise significantly. Key advantages include:
- Eliminates last-mile delivery expenses
- Fulfills orders within hours rather than days
- Increases foot traffic and impulse purchases during collection visits
- Creates multiple communication touchpoints across channels
Required Infrastructure
Physical Locations
At minimum one physical location for order collection, properly equipped to handle the pickup workflow.
Real-Time Inventory Tracking
Visibility across warehouses and stores to ensure products are available where promised.
Customer Notifications
Systems via app, SMS, or email to keep customers informed about order status and pickup readiness.
Identity Verification
Fraud prevention mechanisms using order numbers, QR codes, or PIN technology to ensure secure handoffs.
2022 represents a critical test for BOPIS systems as adoption increases amid supply chain disruptions, labor shortages, and elevated demand. Early BOPIS adoption positions retailers advantageously, combining online convenience, inventory flexibility, and personalized service into a genuinely omnichannel approach.
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