Executing a BOPIS strategy at scale touches nearly every aspect of a retailer’s operations and its tech stack. That’s why, in order to avoid squandering the opportunity it presents, getting the service right and integrating it thoughtfully so as to accommodate a range of different shopping experiences within the same store is critical. The core capabilities needed to successfully execute a BOPIS strategy at scale include:
- Syncing offline and online orders and reflecting the synced orders in inventory
- Merging sales data
- Managing orders
- Integrating with rewards/customer accounts
- Supporting all backroom activities
- Dedicating a specific in-store area to BOPIS pickups
The first core area that needs to be addressed is technology. To be sure, using the store as a distribution point allows retailers to use their footprints in ways they haven’t been able to before. The expansive footprint of national retailers can even allow them to compete with Amazon on convenience. But the Achilles’ heel of many retailers’ ability to deliver a best-in-class BOPIS experience has been inventory management. Near-real-time inventory visibility that includes safety stock levels is key, as incorrectly claiming a product to be in stock (or not) creates mistrust among consumers. Equally important is having the order management infrastructure in place to ensure orders are accurately queued, picked and processed upon pickup.
The second core area that must be addressed to successfully leverage BOPIS is the store footprint/experience. For more than 10 years, retailers have designed for the engaging and experiential. Now, with foot traffic for BOPIS bringing more consumers to the store, they need to design and staff for the so-called BOPIS occasion. That means:
- Assigning designated pickup areas (both in-store and curbside)
- Tracking customer ETAs (via geofencing) and departures
- Allocating pickers, backroom staff and customer-facing staff
- Dedicating backroom space to high-volume BOPIS items
- Merchandising the pickup area and facilitating easy add-on purchases