By Eleanor Hecks, Editor-in-Chief of Designerly Magazine

Buy online, pickup in-store (BOPIS) services have become the norm for your family and retailers over the years, in addition to other delivery innovations like curbside and self-service delivery points. Organizations offering these services must refine their strategies as the holiday season approaches to manage the influx of orders. What is the best way to do that, and what side effects could they have that positively impact storefronts after demand normalizes?

Unify Commerce Systems

Inventory inaccuracy is one of the most significant pain points for retailers during the holidays. The frantic movement of stock from warehouses to shelves to BOPIS teams requires precision to keep your management systems up to date. Additionally, data suggests that over 67% of customers using BOPIS buy more products at the counter when they arrive. 

This is a boon to store revenue, but it also adds another layer of inventory management. Retailers must anticipate additional movement, even after the BOPIS order is initially fulfilled. Integration of a unified commerce system is the best way to oversee everything in real time. Customers know exactly what is available when they are shopping remotely, and stocking staff have to send fewer out-of-stock alerts or replacement notifications.

Establish Specific Teams for Fulfillment

Staffing can be erratic during peak sales seasons, with newcomers still learning the ropes. Additionally, many tenured employees are working double duty and assuming responsibilities in fulfillment and inventory to supplement other workers. Leaving BOPIS fulfillment open to whoever has availability causes backlogs and miscommunications.

Dedicating specific team members to BOPIS orders can mitigate confusion among the ranks. Roles and responsibilities are more clearly defined. Combining this with other assets, such as smart lockers and BOPIS-dedicated checkout lanes, will help.

You may think delegating these tasks to an entire team feels excessive, but the number of people using BOPIS is growing yearly, justifying the expense. The compound annual growth rate for the BOPIS market is projected to reach $509.4 billion by 2033, reflecting growing consumer interest.

Embrace Automated Communications

Companies across various sectors are leveraging automation to enhance in-store experiences and improve customer satisfaction, including within BOPIS systems. It is shown to bolster productivity and decision-making, too. People want to know the status of their orders at all times, so they can time their departure and have accurate expectations for what they will pick up. 

If an item is out of stock, the system may send an automated text. If their pickup time is sooner or later than expected, they could receive an email. Then, they could select a replacement item or create an alternative plan for purchasing before arriving at the store. These results are ideal for minimizing customer service calls, which take staff away from people who are actively trying to make purchases or unload inventory.

Prevent Congestion and Increased Demarcation

Some in-store chaos ensues because people who order via BOPIS are unaware of where to get their orders. This leads to congestion, such as people entering checkout lines to ask questions or shoppers wandering through aisles without a clear purpose. Inadequate signage that fails to direct people to their destination can be frustrating and bothersome, causing irritation to other shoppers.

You must clearly mark pickup areas and attempt to keep them away from the main checkout area to minimize traffic jams. Stores can also offer BOPIS alongside curbside, which people can likely find more easily — all they have to do is look for the right parking spot. 

Increase Staff Educational Opportunities

Seasonal staff can have BOPIS-specific training as part of their onboarding process, or existing employees should receive training months before demand starts to rise. Dedicating time and resources could save money and time in the long run if teams know how to respond to BOPIS alerts and fulfillment obligations. It could prepare them for holiday-specific circumstances, such as how to handle unhappy customers seeking the perfect gift or finagling holiday discounts with other eligible promotions. 

Major chains, such as Sephora, have adopted more BIPOS across their locations over the years due to the high demand from customers. However, it required everyone to learn how to navigate global digital platforms, which connected other stores and their point-of-sale systems. Knowing how to leverage these assets is essential, especially when it could impact other locations for retailers.

The Best BOPIS Formula for Holiday Demand

The techniques that make BOPIS more effective for increased shopping also inform how the system should operate in the future. Refining these operations makes workflows simpler, customer satisfaction higher and employee burnout less prominent. Retailers that adopt these methods will notice BOPIS systems working more smoothly in the long term, staying prepared for peak seasons throughout the year.

About author

Eleanor Hecks is a SMB writer and researcher with a particular focus on helping e-commerce businesses thrive. She works as Editor-in-Chief of Designerly Magazine, and her work is featured on a range of e-commerce publications such as ShoppingFeed.