BOPIS is Gaining Traction, But Retailers Are Still Finding It Difficult to Implement: Report

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An increasing number of consumers like the practice of buying goods online and picking them up in stores later rather than waiting for the retailer to ship the goods to their doorstep. According to Kibo, a cloud-based unified omnichannel commerce platform, 43 percent of U.S. shoppers prefer in-store pickup.

This is good news for omnichannel retailers struggling to compete successfully with the likes of Amazon, which delivers the goods within two days. Moreover, this method eliminates retailers’ shipping costs and increases customer traffic to the physical store.

For shoppers, in-store pickup helps to get their products quickly and on their schedule. But a latest report from Kibo warns that it is difficult to implement the method, known in the US retail industry as ‘buy online, pickup in-store (BOPIS).’

“In-store pickup is a popular fulfillment option, but it can be difficult to get right from start to finish,” says Jennifer Sherman, SVP, Product and Strategy, Kibo, in the report report titled Unified Commerce and the Customer Experience.

“Advanced retail commerce technology, store associate training and engagement, and communication with the consumer all need to work together to provide the seamless experience consumers expect.”

Many retailers are wondering why BOPIS is not working as smoothly as they had hoped. The main reason behind it is that stores aren’t set up like warehouses, and in-store sales people are often bombarded with their daily duties.

If retailers adopt right technology, they can certainly ‘provide flexibility in how shoppers initiate and fulfill their purchases, says Kibo.

The retail industry uses a verity of apps for helping shoppers purchase their goods.  “Some 37% of the apps allowed shoppers to designate someone else to pick up a purchase, 30% enabled text notifications, 50% had store signage for BOPIS, and 75% had orders ready for pickup within 24 hours,” the report said.

BOPIS is the cornerstone of omnichannel, yet retailers aren’t meeting expectations, Kibo added.