Do It Right—The First Time
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“Buy Online, Pick Up in Store” is an important strategy for omnichannel retailers, especially those with extensive brick-and-mortar operations. However, BOPIS cannot be introduced haphazardly and expected to succeed. To ensure optimum performance and high customer-satisfaction rates, retailers must commit to (and invest in) a targeted plan.
- Location – The pickup counter needs to be located near the store’s entrance for best accessibility
- Signage – Customers should be able to easily identify where and how to proceed to pick up their order; signage and graphics not only facilitate pickup, but also lend aesthetic appeal to otherwise boring fixtures and counters in the front end
- Organization – Fixtures that provide organized storage and display will help make in-store fulfillment faster while minimizing mistakes
- Queue management – A defined queuing area for order pickup will streamline the pickup process; queuing systems with plenty of impulse-merchandising options can also help boost in-store sales
- Scalability – “Buy Online, Pick Up in Store” popularity increases during peak shopping seasons just like any other retail-sales channel; fixtures that can grow and shrink according to demand will help retailers maintain BOPIS performance without wasting valuable space