BOPIS, or buy-online, pick-up-in-store, is evolving from a fairly standard, online-to-offline (O2O) purchase option to a valuable omnichannel marketing tool. Making an online sale is one thing; but knowing that a shopper will be coming in-store to pick up their purchase gives retailers an opportunity to earn additional in-store sales, increasing the size of the shopper’s final basket.
According to one study¹, 69% of shoppers purchase additional items when they come in store to pick up an online purchase. And BOPIS is becoming a more popular choice for consumers; from 35% of shoppers in 2015 to over 50% in 2017².
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BOPIS offers benefits to consumers, who can receive or return products quickly, without the need to pay for or coordinate delivery. Shoppers have the convenience of online shopping combined with the instant gratification of an in-store purchase. BOPIS also offers a significant benefit for retailers, who gain an additional opportunity for consumer contact on a distinct channel.
Personalization is another aspect of marketing that is becoming indispensable for retailers. Today’s shoppers expect a customized experience, with marketing messages targeted to them on a one-to-one level. Personalized marketing works for retailers, increasing engagement and conversions by appealing specifically to an individual’s preferences.
Combining the opportunities presented by BOPIS with the power of personalization is one way retailers can take BOPIS to the next level, increasing the potential sales by adding products to the shopper’s basket in store.
How to personalize BOPIS
A buy-online, pick-up in-store purchase is followed by a transactional email from the retailer to the customer, noting that the retailer has received the order, the list of items purchased, and pick-up instructions for the goods.
This transactional email represents the perfect time to deliver a personalized, targeted message to an existing customer. This message could include:
CROSS-SELLING
Provide the customer with items related to their initial purchase that may interest them as well. If they purchased diapers, perhaps they are also interested in baby formula or clothing.
UPSELLING
Provide the customer with information regarding additional deals on upgrades, add-ons, or items more expensive than the customer initially intended to purchase.
OFFERS AND DISCOUNTS
A transactional email is a good time to provide customers with in-store coupons, or invitations to try in-store services such as personal shoppers, classes, or shopping alerts.
How personalized BOPIS improves sales and ROI
Transactional emails that notify customers of orders, shipping, and returns, have a much higher open and click-through rate than other marketing emails. One study³ found that open rates for transactional emails are eight times higher than bulk mailings, representing the perfect opportunity to communicate with an already engaged customer – one that you are confident will be coming in-store soon.
Applying the power of a personalized, micro-targeted message to an engaged, BOPIS customer offers retailers a valuable opportunity for increasing sales revenue.
Find out how RevTrax enabled a retailer to personalize its BOPIS efforts, increasing sales by 12%. Download the success story here.
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Jonathan Treiber is the CEO & Co-founder of RevTrax
¹ https://www.retailtouchpoints.com/resources/type/infographics/bopis-benefit-69-of-consumers-buy-more-when-they-pick-up-in-store
² https://retail.emarketer.com/article/bopus-continues-grow/596541c5ebd40005284d5cb7
³ http://www.experian.com/assets/marketing-services/reports/transactional-email-report.pdf
