BOPIS: A Must-Have Omnichannel Capability


Whether customers interact with you in-store, online, on mobile or most likely all of the above, they expect a consistent, reliable and on-brand experience. For many retailers, BOPIS is the first omnichannel functionality they provide their customers – as well as their staff.

Back Up … What is BOPIS?

“Buy Online Pickup In Store”: where the consumer shops and pays on your eCommerce platform. But rather than paying for shipping and dealing with delays, they get their purchases the very same day at your local outpost.

Why consumers like it: it’s like placing a hold and it saves time in-store.

Why retailers like it: it sells, has no shipping cost, reduces returns and drives foot traffic.

86% of retailers planned to implement BOPIS in 2018.

Sell online AND increase foot traffic? Yes please.

BOPIS is one of the two omnichannel functionalities retailers consider a “must-have”. In-store returns is the other one.

BOPIS combines eCommerce capability (search, find, compare, buy – anytime and anywhere) with immediacy. Customers can get their purchase faster than with most other fulfillment options, including Amazon.

40% of in-store pickups result in a complementary purchase.

BOPIS also helps reduce the cost of returns from online sales.

Is BOPIS the same as ship-to-store?

Not quite. BOPIS leverages in-store inventory, whereas ship-to-store is often fulfilled from a distribution center.

How do I offer BOPIS functionality?

The integration between your eCommerce platform and your ERP is crucial to nailing BOPIS. Your POS and CRM, though not essential for BOPIS, can then help you increase customer lifetime value (CLV).

To dig in, read our omnichannel playbook for retailers using Magento and Microsoft Dynamics 365 Business Central (formerly Dynamics 365 for Retail, and previously Dynamics NAV) – a case study-rich overview of 9 omnichannel functionalities, including BOPIS (available shortly on the Absolunet Insights page).