Author: Krystal Taing
Every so often, consumer preference shifts reshape the retail scene, emphasizing speed, convenience, and experience—both on and offline.
COVID-19 amplified various shopping trends, such as curbside pickup and contactless delivery. At the heart of these online-to-offline trends is BOPUS (Buy Online, Pick Up in Store).
Prior to the pandemic, these services were mostly limited to big-box retailers. In a post-COVID landscape, however, shoppers expect these services from all businesses, both large and small. Initially adopted on a large scale by major retailers, BOPUS has set new standards for the online-to-offline shopping experience.
This tactical guide is tailored for businesses exploring the BOPUS model for the first time. Let’s take a look at the nuances of BOPUS, its benefits, and actionable insights for seamless implementation.
Table of contents:
What is BOPUS?
BOPUS stands for “buy online, pick up in-store.” This fulfillment option allows customers to purchase products online and pick them up at a physical store, often within the same day. This model offers convenience, saves shipping costs, and reduces wait time for customers.
BOPUS’s key benefits include:
Enhanced customer experience — Shoppers appreciate the ease of browsing and purchasing online combined with the speed of in-store pickup.
Reduced shipping costs — BOPUS eliminates shipping fees for both the business and the customer, offering a cost-effective alternative to traditional online shopping.
Increased foot traffic — Drawing online customers into your physical store can lead to additional in-store purchases.
Improved inventory management — BOPUS streamlines stock levels by moving products faster from the warehouse to customers.
Greater customer satisfaction and loyalty — BOPUS offers a flexible shopping experience that meets modern consumer expectations, encouraging repeat business.
While BOPUS is now a common option amongst big box retailers, its adoption amongst smaller local businesses is relatively sparse (especially outside of takeout food pickup), meaning that adding BOPUS to your website may help distinguish your business.
Why shoppers prefer BOPUS
These stats highlight BOPUS’s growing popularity among consumers across numerous markets.
This trend represents a lasting change in consumer behavior, highlighting the need for businesses to adapt to these new shopping preferences.
Shoppers are drawn to BOPUS for several reasons:
No shipping costs: Eliminating shipping fees is a significant incentive for many online shoppers.
Immediate product acquisition: Customers can enjoy their purchases within hours of buying.
Easy returns: BOPUS simplifies the return process, as customers can return items directly to the store if necessary.
The customer journey with BOPUS
Adding BOPUS (or “click and collect” in some regions) to your delivery options modernizes your online and in-store customer experience, but to extract the most value from it, you need to understand and map the customer journey from start to finish.
The customer journey begins the moment a visitor discovers your online storefront. Here, they can view your products and purchase items online for in-store pickup.
When the customer checks out, they’ll provide their details and select “Pickup In Store” as their delivery method.
Upon completing the purchase, customers should receive a confirmation email or text message that includes order details, pickup instructions, and business location.
Your business prepares the order for pickup, ensuring it’s ready by the specified time.
Upon arriving at the store, customers are guided by clear signs to a designated pickup area. Here, a welcoming staff member confirms their order details and provides them with their purchase.
The customer journey above is a fairly uniform experience across stores that offer BOPUS, so it’s likely the frame of reference that your customers have when evaluating your BOPUS checkout experience.
To provide a seamless experience that promotes repeat business, follow the advice in this article by contextualizing it with respect to where the potential customer is currently at (within the overall customer journey).
How to promote BOPUS for your store
If you want the business benefits that come with BOPUS, then you need to make your audience aware that you offer it. Utilize social media, email marketing, and your website to highlight the convenience and benefits. Create compelling in-store signage and online content to drive awareness and adoption. This includes highlighting delivery options in your Google Business Profile (GBP) via Google Merchant Center, and on your website, which I’ll explain next.
Showcase BOPUS on your Google Business Profile
Local businesses looking to get started with BOPUS should leverage their online business listings—specifically, their Google Business Profile.
Setting in-store pickup as an attribute
To ensure that your business profile is eligible to show up in searches filtered for “in-store pickup,” you need to enable the “in-store pickup” attribute.
Add the “in-store pickup” attribute to your GBP by following these steps:
Sign into your Google Business Profile: Visit the Google Business Profile website and log in using your business account.
Select your business: If you have more than one business, select the one you want to manage.
Edit your business information: Click on “Edit Profile,” navigate to “More” and click the edit pencil icon under “Service Options.”
Set your options and save them.
Managing and adding products to GBP
Small businesses that want to publish products directly to their GBP can use the Products Editor. This feature does not connect to live inventory and is best used to highlight unique and new products and product categories.
You can add information within the product description about availability and pickup options. Additionally, you will want to include a link to this product on your website, where customers can make their purchase (as users can’t transact directly in GBP this way). As you introduce new products or run out of some of your inventory, remember to manage your products in GBP regularly so that online shoppers know what’s available for in-store pickup.
Similar to the steps for adding the in-store pickup attribute (above), you’ll first need to sign into your GBP and select your business. From there:
Navigate to your products: Find the “Products” section in the menu. This is where you can manage your inventory.
Add a product: Click on “Add Product.” You’ll be asked to provide details such as the product name, category, price, description, and photos.
Save your product: Once you’ve added all the necessary details, save the product. It will now be visible to customers viewing your business profile.
Google Merchant Center: Getting started with BOPUS
For businesses that have an inventory feed and would like to highlight live inventory and pickup options on their Google listings, Merchant Center is likely your best option.
Merchant Center connects directly to your GBP account, allowing you to set availability and pickup options by product. Once connected, the inventory feed will enable a feature on your Google listing called “See What’s In Store,” which creates a mini shopping experience directly within the Google search result page where the pickup options are highlighted on each product based on your settings.
How to set in-store pickup with Google Merchant Center
Create your account: Go to the Google Merchant Center website and sign up for an account. Follow the setup process, which includes verifying your website and agreeing to the terms of service.
Set up a local products feed: Provide the platform with a feed of the products available for pickup at your physical location(s).
Enable local inventory ads: Within Google Merchant Center, enable local inventory ads. This feature allows you to show that your products are available for in-store pickup.
Specify pickup options: In your Merchant Center settings, specify that you offer in-store pickup. Include any relevant details, such as how quickly items will be ready for pickup after a customer places an order.
Update regularly: Keep your product availability up to date to ensure customers receive accurate information.
Enable BOPUS on your Wix website
You need to indicate that you offer BOPUS everywhere customers can transact with you—especially on your own website.
You can add BOPUS to your Wix website by following the instructions below.
Access your Wix dashboard: Log into your Wix account and select the site you want to edit.
Navigate to Settings > Shipping: On the left-hand side of the dashboard, click on Settings, then select Shipping.
Select +Add Pickup.
Configure your pickup settings: After selecting the pickup option, you’re prompted to fill in details such as the pickup location, pickup instructions (like time slots, specific location within a building, etc.), and whether you want to charge for this service.
Save your settings: It’s a good idea to review all the details to ensure accuracy before proceeding.
Inform your customers: After setting up in-store pickup on your Wix website, consider updating your content to inform your customers. You might add details to your FAQ page, product pages, or checkout page about the availability of in-store pickup, instructions for pickup, and other relevant details.
Test your in-store pickup workflow: Before officially launching, it’s crucial to test your new pickup option. Make a test order on your site and go through the checkout process as a customer would (selecting in-store pickup). This will help you identify any issues or areas for improvement in the customer experience.
Success with BOPUS: Best practices
Adding BOPUS to your GBP or website is just the setup process. To make BOPUS work in lockstep with your offerings and the rest of your business model, you’ll need an intuitive online interface, clear communication, and a smooth pickup process. By focusing on these areas, local stores can ensure a positive BOPUS experience that encourages repeat business.
When creating your BOPUS experience, focus on:
User-friendly website design: Ensure that your online store is easy to navigate, with clear categories, product descriptions, and images. This facilitates the shopping process, making it more likely that customers will choose the BOPUS option.
Personalized communication: From the moment a customer places an order to when it’s ready for pickup, personalized communication can enhance the customer experience. Consider sending personalized emails or text messages that confirm the order, provide pickup instructions, and thank the customer for their purchase.
Efficient pickup process: Design a pickup process that is quick and hassle-free. This could involve dedicated BOPUS parking spots, a designated pickup counter, or even a drive-thru pickup option.
Comprehensive employee training: Train your staff to ensure they are equipped to handle BOPUS orders and deliver exceptional service.
Merge digital convenience and in-person retail with BOPUS
Implementing BOPUS goes beyond merely aligning with retail trends; it involves strategically elevating your business to meet and surpass customer expectations. By adopting BOPUS, you can:
Leverage your store’s physical presence: Use your storefront to provide a quick and personal service that online-only competitors can’t match.
Capitalize on impulse purchases: Increased foot traffic from BOPUS pickups can lead to additional sales from customers browsing in-store.
Strengthen customer relationships: Personal interactions during pickup create opportunities for feedback and personalized service, deepening customer loyalty.
Stay competitive in a digital-first market: Offering BOPUS positions your business as customer-focused and responsive to consumer preferences—essential qualities in today’s retail landscape.
As you embark on integrating BOPUS into your business, start small and focus on the core benefits to streamline the process. Test, learn, and adapt based on customer feedback and operational insights. The journey towards BOPUS is an exciting opportunity to innovate and grow your business in ways that resonate with today’s consumers. Take the first step today and unlock the potential of blending digital convenience with the tangible, rewarding experience of in-store shopping.
Krystal Taing - Global Director of Pre-sales Solutions, Uberall Krystal Taing is the Global Director of Pre-sales Solutions at Uberall. She is a Google Business Profile Platinum Product Expert and faculty member at LocalU. She helps brands at managing hybrid customer experiences.