In today's fast-paced retail landscape, convenience and flexibility are key to winning customer loyalty. BOPIS is a service that blends the ease of online shopping with the immediacy of in-store pickup. For consumer packaged goods (CPG) brands, including those in the wine and alcohol sectors, BOPIS offers a multitude of advantages. This innovative approach not only boosts sales and enhances customer satisfaction but also provides valuable data insights and improves inventory management. In this guide, we'll explore what BOPIS is, how it works, and the significant benefits it can bring to CPG brands striving to stay competitive in an ever-evolving market.

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What is BOPIS?

BOPIS (Buy Online, Pick Up In-Store) is a retail strategy where customers purchase products online and then pick them up at a physical store. This method offers the convenience of online shopping while allowing customers to avoid shipping fees, wait times, and checkout lines. BOPIS has become increasingly popular as it combines the advantages of e-commerce with the immediacy and tangible benefits of in-store shopping.

Though BOPIS has been a reliable retail strategy for some time, many retailers did not lean heavily into the strategy until 2020. Once the pandemic hit, most consumers wanted to avoid crowded stores but they needed essentials like groceries and toiletries. Retailers and grocery stores rose to the challenge, bolstering their existing BOPIS infrastructure or launching a BOPIS strategy for the very first time. Almost overnight, curbside pickup increased over 500% across a variety of industries. Since then, retail brands have bolstered their BOPIS strategies and added the infrastructure needed to support the strategy full time. 

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What Retailers Need to Do to Be BOPIS Ready

Implementing a BOPIS strategy requires adequate preparation on the part of the retailer. Here are the key steps.

Omnichannel Integration

Retailers should integrate BOPIS functionality into a new or existing e-commerce platform, allowing customers to select the option during the checkout process. The online platform should display real-time inventory levels for each store location, so customers can see where items are available for pickup. This level of integration requires an inventory management system that updates based on both online BOPIS orders and in-store purchases.

Efficient Order Fulfillment

Once a BOPIS order has been placed, the store staff should receive a notification about the new order, along with details of the items and customer information. Store employees should then locate the items on the store floor or in the backroom, then pack them for pickup according to the order instructions. 

Designated Pickup Area

Retailers should have a designated area in the store for BOPIS pickups to streamline the process and reduce wait times. This could be a specific counter, a locker system, or curbside pickup area. Pickup areas should be easily accessible for both employees and customers to streamline the pickup process and improve the BOPIS experience.

Clear Communication

Open communication is crucial in a good BOPIS strategy. Retailers should provide notifications when the order is received, an employee begins fulfilling the order, and when the order is ready for pickup. These notifications can be via email, text message, or app notification and customers should be able to opt-out of notifications at any time. The pickup notification should include clear pickup instructions, like the location within the store, any necessary identification, and store hours.

Staff Training

Retailers should train all staff regarding BOPIS procedures and designate specific employees to be responsible for BOPIS order fulfillment each day. Retailers should also staff stores accordingly to fulfill BOPIS orders, ensuring day-to-day store operations don’t fall through the cracks. This will look different for every retailer and will depend on BOPIS order volume and in-store order volume.

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How Does Buy Online, Pick Up in Store Work? The BOPIS Customer Experience

So, how does this process work for customers? Here’s a typical breakdown of the entire process, from purchase to pickup.

Browsing and Selection

Customers then visit the retailer's website or app to browse and select the products they want to buy. Selecting items for BOPIS is virtually indistinguishable from the standard e-commerce experience, making the process simple and straightforward. During the selection process, customers can check if the items are available for BOPIS at their preferred store location.

Ordering and Checkout

Once the desired items are selected, customers add them to their online shopping cart. At checkout, customers choose the "Pick Up In Store" option and select their preferred time and store location for pickup. Customers complete the payment process online and wait for order fulfillment.

Order Tracking and Notifications

After the order is placed, customers have the option to receive order updates via email or SMS notifications. Once the order is ready, the store sends a notification (via email, text message, or app notification) to the customer informing them that their order is ready for pickup. The notification typically includes pickup instructions, like the location within the store, any necessary identification, and store hours.

In-Store (or Curbside) Pickup

Upon arrival, customers can easily navigate to the designated BOPIS pickup area to present their order confirmation (usually a barcode or QR code) and a valid ID. For age-restricted items like alcohol, proper age verification is conducted. Alternatively, customers can have their items delivered directly to their vehicle if they selected curbside pickup at checkout.

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How BOPIS Can Benefit Your CPG Business

Incorporating BOPIS can be a strategic move for CPG businesses, including wine and alcohol brands, to meet evolving consumer expectations, improve operational efficiencies, and drive sales. Here are the main benefits of incorporating a BOPIS strategy into your business.

Increased Sales and Convenience

Customers can quickly access their purchases without waiting for shipping, which is crucial for products like wine and alcohol that might be needed for a specific occasion. In-store pickup can lead to additional in-store purchases, as customers may buy more items when they come to collect their orders.

Enhanced Customer Experience

BOPIS offers flexibility, allowing customers to shop online and pick up at their convenience, which can be particularly appealing for those with busy schedules. It eliminates the need to wait for deliveries, which can be especially important for alcohol purchases where delivery must be coordinated for age verification purposes.

Cost Savings

BOPIS can lower logistics costs by reducing the need for home delivery, which is beneficial for both retailers and customers. Customers don’t have to worry about paying shipping costs, and retailers can spend less on packaging and freight costs. Additionally, when customers pick up their products in-store, they have the opportunity to verify their purchase before taking it home, potentially reducing return rates and customer churn.

Data Collection and Personalization

CPG brands can gather data on customer preferences and buying patterns, which can be used to tailor marketing efforts and product offerings. With more accurate data, brands can offer personalized promotions or recommendations, like suggesting complementary products (e.g., pairing wines with specific foods).

Brand Loyalty and Engagement

Offering BOPIS as a service can enhance the brand's image as convenient and customer-friendly, fostering brand loyalty. In-store pickups provide an opportunity to engage customers with brand promotions, new products, or loyalty programs. 

BOPIS can also level the playing field for smaller brands seeking to break into an overcrowded market. While larger brands might dominate the shelves in retail stores, products are more equally displayed online, increasing the chances of customers seeing and buying a new product.

Learn more: How to Increase Brand Awareness (Strategies & Tools)