Bringing BOPIS to small business

Chances are, you are one of the 70% of American shoppers Business Insider found to have used BOPIS more than once, even if you aren't familiar with the term yet. BOPIS, which stands for buy online, pick up in store, has become increasingly popular over the past year, especially as more consumers utilize curbside and contactless pickup options for online purchases. Driven by speed, convenience and potential savings on shipping costs, shoppers are more willing than ever to drive to local brick and mortar locations to pick up their online purchases rather than waiting on a delivery.

While the earliest adopters of BOPIS have so far been larger corporations, read on to learn how small businesses can also benefit from the advantages of offering this service to their customers.

Impulse purchases and additional sales
When shoppers purchase goods online, they often know exactly what they intend to buy and add just that to their cart before checking out. Introducing BOPIS allows retailers to have another opportunity to sell their customers more products. In the same study from Business Insider, 85% of shoppers said they've made an additional in-store purchase while picking up an online order.

Getting customers inside your store is just the first step to driving additional sales. Bell and Howell's study into consumer behavior revealed that interacting with an employee led to a 24% increase in the rate of impulse purchases and promoted customer satisfaction. Before you introduce BOPIS to your business, map out the exact journey your shoppers will take: from first ordering online, to the path they walk inside your store to pick up their order. This will allow you to not only maximize the convenience and overall experience for your customers, but you will also be able to identify key points where you may be able to sell additional inventory.

When customers come to pick up their online orders in person, they are more likely to make additional purchases.

Saving on shipping costs
The National Retail Federation reported that 60% of consumers expect free shipping from retailers. While the scale of larger organizations affords them the ability to absorb the cost of free delivery or rapid turnaround times, it becomes a major challenge for smaller businesses working to build their online sales.

By offering BOPIS to their customers, businesses can still appeal to shoppers' desire for convenience and speed, without having to sacrifice any profits toward the cost of expedited shipping.

Personalizing the shopping experience
One of the biggest advantages smaller businesses have over their larger counterparts is the ability to truly personalize their customers' experience. Epsilon recently found that 80% of consumers are more likely to shop with retailers who are able to offer a unique experience.

From providing rewards for multiple BOPIS orders to handwritten thank you notes, small-business owners should take the time to curate their customers' interaction with them to reflect the brand identity as well as its shoppers.

The shift toward buying online and picking up in store isn't going anywhere, and for businesses who take advantage of the trend, the benefits are clear. For more small business guidance, don't hesitate to contact the The Law Offices of Donald W. Hudspeth, P.C. online.

Categorised in: Starting a Business in Arizona

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