How Dropshipping Businesses Benefit From BOPIS (Buy Online, Pick Up In Store)

Today’s dropshipping businesses need to adapt to changing customer preferences. Buy Online, Pick Up In-Store (BOPIS) offers a compelling solution to bridge the gap between online browsing and the convenience of in-store pickup.

BOPIS seamlessly merges the strengths of both online and physical shopping. It allows customers to enjoy the product selection and ease of online shopping while offering the immediate gratification of in-store pickup. This approach fosters deeper customer engagement, creating a more convenient shopping journey.

The popularity of BOPIS surged during the COVID-19 pandemic, with many consumers seeking safe and contactless options. Notably, this trend has shown remarkable staying power. BOPIS is quickly becoming an indispensable feature, even extending to busy shopping seasons like Black Friday and holiday gift purchases.

As dropshipping businesses integrate omnichannel strategies, understanding BOPIS and its growing customer demand is crucial. This approach can elevate your business and provide a competitive edge in the ever-evolving retail landscape.

The Simple Steps of BOPIS

For dropshipping businesses, BOPIS offers a streamlined way to fulfill orders while enhancing customer convenience. The BOPIS procedure is broken down as follows:

1. Online Selection and Pickup Choice:

Customers browse and purchase items online, but with BOPIS, they have the added advantage of selecting a convenient store location for pickup. This empowers them to choose which items they want right away and which ones they’re willing to wait for traditional delivery.

2. Real-Time Inventory Visibility:

The key to a smooth BOPIS experience lies in accurate inventory visibility. When a customer selects a pickup location, they can see if the item is readily available at that store.

3. In-Store Order Fulfillment:

There are two scenarios:

• In-Stock Pickup: If the chosen store has the item, a staff member uses a dedicated app to quickly locate, pick, and pack the order. The customer receives a notification when it’s ready, eliminating the need to search aisles and speeding up the process.

• Out-of-Stock Orders: If the item isn’t in stock, the store associate can arrange for it to be transferred from a nearby store or warehouse. Once it arrives, the customer is notified for convenient pickup.

4. Hassle-Free Pickup:

BOPIS offers multiple pickup options. Customers can either head inside to a designated area where a staff member will assist them, or take advantage of curbside pickup. In the latter case, they can simply pull up, show their ID, and receive their order without leaving their car.

Throughout the process, clear communication is essential. Customers should receive timely updates via text message, push notification, or email confirmation with a receipt or QR code for easy pickup.

Examples of Buy Online, Pick Up In-Store (BOPIS) Success Stories

Several businesses across various industries have implemented BOPIS effectively, demonstrating its potential for growth.

1. Nordstrom

Their Nordstrom Local concept, launched in 2017, caters specifically to BOPIS orders. By Q1 of 2022, nearly 40% of all Nordstrom sales were digital, a success their CEO directly linked to BOPIS adoption. This demonstrates the significant impact BOPIS can have on a dropship business’s bottom line.

2. Lululemon

This athletic apparel retailer leverages BOPIS through its website and mobile app. Customers can choose their preferred store location and product online, complete the purchase, and have their item ready for pickup within two hours. This speed and convenience are key drivers of customer satisfaction, a crucial factor for dropship businesses.

3. Target

Their Drive Up program, launched in 2018, exemplifies their commitment to BOPIS and curbside pickup. Target has seen significant success, boasting a 400% increase in fulfillment revenue since 2019 – a clear indicator of the growing customer demand for BOPIS options.

How BOPIS Can Help Elevate Online Businesses

The world of online retail is quickly embracing BOPIS to bridge the gap between the virtual and physical shopping experience. Here’s how BOPIS can elevate your online business:

1. Reduced Costs

Shipping directly to customers can be expensive, with packaging and labor eating into profits. BOPIS allows you to offer free or faster shipping options by fulfilling orders from your store, saving you money in the long run.

2. Fewer Abandoned Carts

High shipping costs and lengthy delivery times are major culprits behind abandoned online shopping carts. By offering BOPIS, you eliminate these pain points for customers, making the checkout process smoother and increasing the likelihood of a completed purchase.

3. Faster Service

For customers who need an item right away, BOPIS is a lifesaver. They can order an in-stock product online and pick it up within an hour, avoiding the wait times associated with traditional delivery methods. Speed is key in today’s world, and BOPIS delivers exactly that.

4. Improved Customer Satisfaction

By offering BOPIS, you cater to a wider range of customer needs and preferences. This flexibility fosters a more positive shopping experience, increasing customer satisfaction and potentially leading to repeat business and positive word-of-mouth recommendations.

5. Guaranteed Availability

One of the biggest frustrations for online shoppers is the risk of an item being out of stock by the time they reach the store for pickup. BOPIS acts as a safety net for dropshipping businesses, ensuring the chosen product is reserved and waiting for the customer at the designated store. Imagine a customer excitedly placing an order with BOPIS, only to arrive and discover the item is missing or replaced – a scenario BOPIS helps to eliminate entirely.

5. Driving Traffic to Your Partners

The rise of online shopping has undoubtedly presented challenges for physical stores. Convenience and speed often favor online transactions. However, BOPIS offers a clever solution, bridging the gap between the digital and physical worlds. By giving customers the option to pick up their purchases in-store, BOPIS entices them to visit your brick-and-mortar partners. This increased foot traffic can lead to valuable additional sales. Nearly half of shoppers who utilize BOPIS end up making unplanned purchases while picking up their online orders, presenting a great opportunity to showcase your partners’ best-sellers and new arrivals.

Challenges to Consider with BOPIS for Dropshipping Businesses

While BOPIS offers great benefits, it’s important to understand if your dropshipping business is equipped to handle it effectively. Here are some key considerations:

1. Brick-and-mortar requirement:

Unlike traditional stores, dropshipping businesses lack a physical location to fulfill BOPIS orders. You’ll need to explore alternative pickup solutions, potentially partnering with local stores or setting up designated pickup points.

Fulfilling and Storing Orders:

BOPIS can lead to a rise in orders that need to be managed differently than traditional dropshipping. You’ll need a plan for efficiently coordinating with your suppliers to ensure timely fulfillment and designated space to store these pickup orders before they reach customers.

Inventory Synchronization:

Accurate inventory management is crucial for BOPIS. Since you don’t directly hold the stock, you’ll need a robust system to ensure online inventory reflects what’s readily available for pickup, avoiding disappointed customers who discover an out-of-stock item upon arrival.