Consumers are embracing buy-online-pickup-in-store (BOPIS) in droves, and retailers in every segment are racing to implement the fast-fulfillment service. But without the right technology and processes in place retailers struggle to provide the service and alienate fickle shoppers who demand a seamless in-store pickup experience.
Not only is BOPIS usage on the rise, it is increasing with hockey-stick like trajectory. In fact, in 2018 BOPIS grew 73% between Thanksgiving and Black Friday. And Gartner reports that BOPIS increased from 53% in 2017 to 61% in 2018, and continues to grow this year. Overall 21% of shoppers purchase a product online and pick it up in a store at least twice each month, which is helping to bridge the gap between digital and physical shopping and breath new life into the store.
Click-and-collect is here to stay and will grow in importance over time, but only those retailers with superior back-end systems and an engaging and streamlined customer experience will be able to reap the rewards. Keep reading to discover the biggest challenges retailers face when deploying BOPIS and the key steps they can implement to increase its clout.