Leading omnichannel retailers are perfecting the experience of buying online and picking up in-store. Walmart, for example, is experimenting with a dedicated drive-up and parking for online customers.<em> Source: Walmart.</em>
Leading omnichannel retailers are perfecting the experience of buying online and picking up in-store. Walmart, for example, is experimenting with a dedicated drive-up and parking for online customers.

Source: Walmart.

The emergence of buying online and picking up in store as well as in-store returns for online purchases is driving consumer shopping expectations. But less than half of physical retailers offer these capabilities.

What follows are key factors in implementing BOPIS — buy online, pick up in-store.

On-site Promotion

It starts with awareness.

Best Buy wisely doesn’t wait until the product detail page to promote BOPIS. By integrating its offering early in the browse experience, Best Buy catches consumers in the consideration phase, presenting a compelling alternative to the convenience of Amazon Prime.

Additionally, Best Buy leverages store-specific real-time inventory to drive home scarcity — if a shopper is rushing to buy a television for the big game or to view the next episode of Game of Thrones, he better act now.

Post-sale Email

The best retailers gear confirmation emails to the BOPIS order.

These emails should include the standard order details. But they also should anticipate the needs of customers as they head to the store, such as (i) what they need to bring to retrieve their order, (ii) links to the address on maps, (iii) special parking info, and (iv) where to go inside the store.