BOPIS, also known as “Buy Online Pick Up In-Store,” is an important feature that today’s shoppers expect when shopping with their favorite retailers. Sometimes referred to as “Click and Collect,” Buy Online Pick Up In-Store is exactly what the name describes. Your customers shop for and purchase your products online and then pick them up in person at one of your physical locations.
Curbside Pickup is a form of Buy Online Pick Up In-Store that increased in popularity in 2020 when the COVID-19 pandemic restricted many retail stores from offering in-person shopping. BOPIS and online shopping continues to grow as customers find it convenient to “pre-shop.”
Buy Online Pick Up In-Store should be an essential feature for any retail business, but especially for merchants running physical stores that target local shoppers. According to an Invesp survey, a whopping 50% of people surveyed said that they decided where to shop online based on whether or not they could pick up in-store.
Here are 6 reasons why more and more shoppers are choosing to use BOPIS and why retailers need to offer the option.
1. Increase profitability with BOPIS
When customers purchase items online and pick them up at one of your retail locations, it significantly decreases the cost of fulfillment. According to John Mulligan, Target’s COO, Buy Online Pick Up In-Store purchases are 90% cheaper to fulfill than orders shipped from a warehouse.
That’s not the only way that Buy Online Pick Up In-Store reduces costs and increases profitability. It also cuts down the cost of packing materials and requires a lot less labor because the order only needs to be picked instead of being picked and packed up for ship out. As a result, there is no need to offer free shipping or cover the cost of shipping fees with Buy Online Pick Up In-Store. This will not only save you money, but it will also save your customers money.
2. Avoid shipping costs & shipping delays
Shoppers increasingly expect free shipping. But a recent study conducted by Hanover Research and LaserShip, the largest regional e-commerce parcel carrier in the U.S., reveals that shipping rates are rising faster than they have in a decade. Not only have there been general rate increases but 64% of top online retailers are struggling with an off-schedule price increase. The study indicates “nearly half (49%) of these increases are price hikes between 10% and 19% and another quarter (27%) fall between 5% and 9% increases.”
At the same time, the pandemic has significantly increased the demand for shipping, overwhelming many shipping companies. An earlier study indicated that the U.S domestic package market was on track to reach 100 million packages per day by 2026. That number is now expected to be reached in 2022, with e-commerce responsible for 86% of that growth. This greater overall demand has driven up the cost for retailers to ship out online orders that often require free or subsidized shipping, and increased delivery delays.
Besides shipping costs themselves, BOPIS is also more environmentally friendly for small to medium physical retailers that target mainly local shoppers or carry products that are costly to ship (e.g. bulky or fragile products). If you don’t have the ability to ship from a warehouse or a dark store, using a lot of single-use packaging material or shipping out products that were already shipped once to the store or already merchandised on shelves is wasteful and causes unnecessary emissions. BOPIS encourages shoppers to buy from local, nearby stores instead of having something shipped from much further away or packaged with a lot of disposable packaging materials.
3. BOPIS leads to lower rates of return
In addition, items picked up in-store result in significantly lower rates of return. This is because merchants are more likely to check purchases when they are picking up items so returns are avoided before products leave the store. And returning in store is something that the majority of shoppers want. An Inmar Intelligence survey from July 2020 found 58% would prefer to return purchases in a store.
And lowering return rates is key to ecommerce margins as it is becoming increasingly costly for retailers to handle the return process. Although some retailers do offer to cover return shipping costs, this is becoming less possible as the overall cost of shipping increases. Bloomberg reports that return costs for retailers rose 59% in 2021 and added that it now costs $33 dollars for a retailer to process the return of a $50 item. Forcing customers to mail returns adds to their frustration, making it less likely that they will want to repeat the experience. By allowing them to return items in-store, they don’t have to deal with the inconvenience and expense of mailing orders back.
Again, the shipping cost of returns is only part of the story. Oftentimes retailers will need to spend extra money to cover the cost of offering return-friendly boxes otherwise they risk the chance of receiving returned goods that are unsellable due to damage during the return trip. With e-commerce return rates almost 3x higher than with in-store shopping, this means a 3x higher chance that returned goods are unsellable at their original price. The waste of damaged goods along with 2x the amount of disposable packaging materials just adds to the true environmental cost of shipping out online orders vs. BOPIS for local retailers.
4. Reduces merchant processing costs
With so many retailers starting to sell online since the pandemic started, many merchants now know that e-commerce sales generally require higher merchant processing fees to accept payments online versus payments taken in person in store. But once you take into account that return rates can be 3x higher with online orders, this means that retailers pay significantly higher merchant processing fees in general with online orders because any fees that are paid during any sale is lost during a return. Returned sales do not refund transaction fees. Some processors even charge additional return fees. This is why it’s important to consider features such as BOPIS to reduce returns and/or even take more payments in store.
5. Increase shopper basket size
One of the biggest reasons why Buy Online Pick Up In-Store is often more profitable for retailers is that it increases the opportunity for bigger orders and for impulse buys. Research indicates that 75% of shoppers who’ve used BOPIS will make an additional purchase and 49% of shoppers go on to make additional purchases while picking up their items in store. Not only does this result in a more satisfied customer, but it also means more profit or higher margin sales for retailers with minimal effort.
Creating a separate section for BOPIS pickups means that shoppers don’t have to wait in long lines. And placing items strategically in the BOPIS section will also benefit retailers since having a positive experience makes customers more likely to purchase other items while they’re in-store. In-store retail management systems such as TAKU are great for upselling during the BOPIS pickup process as they have the ability to handle all orders and take payment for add-ons, all under a single login. So the same staff member helping a customer pull his pickup order can also accept payment from him for those extra high-margin impulse buys he wants to add.
6. Increases customer satisfaction and loyalty
Buy Online Pick Up In-Store gives businesses that have both an online and brick-and-mortar presence a competitive advantage over those retailers that only offer online shopping. Customers can choose between shopping online, in–person, or a mixture of both. BOPIS allows customers to shop from anywhere at any time. They are no longer restricted to retail business hours which means they benefit from the convenience, flexibility, and faster service that BOPIS provides, especially to local shoppers.
BOPIS also gives customers visibility into which stores have a given product in stock, helping them avoid wasted trips and thus improving their overall shopping experience. Customers can get an accurate view of which items are in stock at a particular retail location, so they don’t have to waste time getting to a physical store only to find out that the item they want isn’t available.
Michael Ketzenberg, a professor of the Mays Business School at Texas A&M University, feels retailers should embrace and aggressively market BOPIS, stating in Harvard Business Review that “It’s more profitable than other omnichannel services and it gives retailers the opportunity to offer a small discount or other incentives to encourage customers to opt for the BOPIS option, creating a win-win for both the customer and the business.”
Want to learn how to easily integrate BOPIS into your business?
The bottom line is, you want to make a profit with your business. This means selling products and services that customers want and are willing to pay for at the price you are selling. Finding that point can be confusing to many business owners: balancing margins and finding out the going market price are things to consider before releasing a new product. The wrong strategy could lead to large financial losses; we have created a pricing guide to help retailers get to the other side and find the right pricing strategy for your business.
This is the most straightforward way to determine sell prices. This method is not related to market pricing and sets prices based only on actual costs. In this case, retailers estimate all fixed (e.g. purchase cost) and a share of variable costs (e.g. overhead costs that you have to pay even without any sales such as rent, payroll or utilities) to determine the sell price of a product. This method is most commonly used in product categories that are highly competitive where market prices are relatively known. Staple products or commodities are common examples.
Instead of adding the actual overhead cost of the business, cost-plus pricing is a lot easier to calculate as it assumes a specific fixed markup percentage to a product’s purchase cost. For example, some merchants will simply multiply the cost to buy a product by a factor of 2x to 3x. This is called the price markup. While this method is much easier to use, it is important for retailers to make sure that the markup percentage is enough to meet your target rate of return (profit) and to periodically review the markup to make sure that it is still suitable.
Value or market-based pricing
This is the most common method in industries where the perceived value of a product is highly driven by emotion or lack of availability such as fashion, art, luxury cars or concessions at sporting events. Essentially, this method sets prices mainly based on the perceived or estimated value of a product or service to the customer rather than according to the cost of the product or historical prices. This is commonly used by retailers with deep understanding of brand building, market pricing, managing exclusivity and valuing the benefit to a customer versus how much she or he is willing to pay.
While market-based pricing is constantly changing, and therefore more sophisticated to manage, with newer technology, it is increasingly possible for retailers to incorporate value-based pricing into their pricing strategy to avoid “leaving money on the table.” It’s also worth pointing out that the increasing number of merchants going online has also made pricing in some categories more transparent which increases price competition and can drive pricing lower. It’s why many premium brands enforce MSRP on their online retailers (e.g. Apple) and more merchants are selling their own branded products online today as these categories are the most likely to be successful since supply can be more easily controlled and substitutes are less available.
Introducing new products into the market by lowering price is a strategy that some retailers use to introduce their products into a saturated market. This is a good chance to build brand loyalty and to get new customers to try your products.
Although it may seem intuitive to jump into the market with this strategy to gather as many customers as possible, this strategy does have some drawbacks. Raising prices (after the initial release) often leads to some reluctance from customers, so proceed with caution.
Sensitivity to price changes
All of the pricing methods above should not be applied without considering whether a product is price elastic or inelastic. Price elasticity refers to how sensitive price changes will have on the demand for a product. For some products, demand will change significantly if prices are changed and vice versa. A classic example is grocery store bread. Unless brand loyalty is strong or there is a special product feature, bread pricing tends to be elastic: as price increases, the demand will decline.
Price elasticity is useful as it gives you a sense of how much you can adjust pricing without significantly affecting the demand for your product. It’s important to remember that many products have category thresholds. This means that even if you sell an product that is price inelastic or not sensitive to price changes (e.g. luxury purses), the market will have a perception of the maximum a buyer is willing to pay.
Similarly, it is important to remember that demand sensitivity is also impacted by the availability of substitutes or competitors. So if you sell in a category that has a lot of competitors with similar alternative products, the demand for your products will most likely be more sensitive to price changes since it’s easier for your buyers to find replacements.
Want to read more on how to manage inventory effectively?
Easter is right around the corner and after a year of COVID-19 related restrictions and lockdowns, shoppers are looking forward to celebrating safely with their friends and family. As a result, retail owners can expect to see an increase in sales.
Considering factors such as positive trends in vaccinations, new stimulus funds, as well as growing consumer confidence, the NRF’s annual Easter survey indicates that there is a lot of momentum going into the Spring. This momentum is reflected in consumer spending as 79% of shoppers are expected to celebrate, spending an average of $179.70.
Below, we’ve prepared some tips to help you gear up for the Easter holiday weekend and make the most of this year’s consumer spending habits.
To tempt more shoppers to buy from your store, consider discounting your best selling items. You can even set up a dedicated landing page or section on your website/e-commerce site so shoppers can easily browse through sale or seasonal items.
For example, Mastermind Toys set up an Easter landing page encouraging consumers to shop their Easter merchandise.
2. Reposition Your Products for Easter
Don’t sell chocolate or Easter related products? That’s ok – you don’t have to sell Easter merchandise to benefit from the holiday.
You can always position your products for Easter by finding a unique angle. For example, The Body Shop encouraged customers to celebrate the holiday by treating their loved ones and themselves with their nature inspired products.
Bath and Body Works did something similar with their slogan “Gifts For Every Bunny (And Basket)”.
3. Launch Retargeting Campaigns
It may be a good idea to attract old visitors back to your website with Easter offers and promotions. You can do so with Facebook retargeting ads.
By setting up your Facebook pixel on your website or ecommerce store, you can present different offers based on shoppers’ interaction with your site. The idea is to retarget past users based on their buying intent (e.g. visitors who added to their cart vs shoppers that initiated checkout).
If you are using TAKU eCommerce, click here to find out how to set up your Facebook pixel on your ecommerce site.
4. Promote Popular Fulfillment Options
While pandemic related restrictions and lockdowns are easing in some regions, many consumers still prefer popular fulfillment options such as buy online pick-up in-store (BOPIS), local delivery, and shipping.
You can encourage shoppers to purchase their Easter gifts safely by highlighting some of these fulfillment options on your website. For example, Indigo’s home page calls attention to the fact that shoppers can purchase their Easter items safely with a BOPIS option.
5. Launch a Giveaway on Social Media
An Easter giveaway on social media can be done with little effort and a minimal budget. For instance, you could do a classic giveaway by asking participants to tag a loved one in the comments.
Or you could do something directly related to Easter by asking your followers to guess how many Easter eggs are in a basket. Alternatively, you can apply this concept to one of your products (e.g. making followers guess the weight of chocolate, the amount of beads in a necklace etc.).
Consider boosting your social media giveaway to widen your reach and increase the number of participants.
Once you have successfully built your digital storefront and your physical store and products can be found online, the next step will be taking payment for orders online. This is when you will want to focus your efforts on setting up your e-commerce site.
In this blog post, we’ll go over how you can quickly set up your online product catalog for customers to see on your website and to order from.
The importance of selling online post-COVID-19
Brick and mortar retailers who are looking to sell online usually face the same set of challenges including missing product descriptions and images, incorrectly setup products or a lack of funds, resources, or skills to manage an e-commerce store.
While these challenges often prevent traditional retailers from setting up an online store, the opportunities you miss by only selling in-store and not investing in an e-commerce site are far greater. As an increasing number of consumers shop online post-COVID-19, failing to provide an online checkout experience means you are missing out on potential customers and sales
The good news is, modern day e-commerce providers have made it easy to set up an online store as they simply re-use your existing POS products. In fact, retail platforms such as TAKU eCommerce are even able to enhance product data to make your product details more e-commerce ready and more searchable on Google. By re-using existing product details, merchants using TAKU, for example, have the ability to showcase their products and take payments online in just a few steps.
To show you what this looks like, we’ll take you through the step-by-step process of re-using your existing product catalog with TAKU eCommerce so you can quickly start taking payments online.
How to start selling online with TAKU eCommerce
Many traditional retailers become discouraged at the thought of setting up an online store. However, depending on the platform, it is actually quite simple to get started.
Let’s see an example of how this works with TAKU eCommerce:
1. Decide where to add your shopping cart
As long as you are using TAKU, you have two options to quickly start selling online:
Automatically create an instant store which is a clean, easy-to-use, single page webstore that works in every screen size. This option is usually best for retailers who don’t have an existing website, need to replace an older looking site or want to just add a new Shop option linked to their store products.
Or alternatively, if you already have a WordPress informational website, you can add the TAKU eCommerce shopping cart as a WordPress plugin. This option is super fast and preferred for retailers that want their online store to automatically match the style of their existing WordPress site.
2. Add your products
Adding your products to your online store in TAKU is as easy as enabling them with a few clicks. But even if your product details are not complete (e.g. your products are very unique or require custom product descriptions or images) traditional brick and mortar retailers should not be held back from launching their online store. In fact, retailers should expect to launch an e-commerce site without their full product catalog in the beginning. As long as a retailer has, for example, 100 products with images and descriptions, she or he can still launch and add new products overtime, eventually building their full online product catalog. In comparison to a physical store, it’s perfectly reasonable to launch with several hundred products and add new ones every day. In fact, highlighting that “NEW items are being added daily” on your homepage is a great way to keep customers coming back.
3. Add business information
In general settings, make sure that your business information such as your store name, store address, phone number, work email address, currency, and language are all correct. With TAKU, some of this information is automatically available but you may want to customize it for your online store. For example, you may want to use your trade name vs. your legal business name.
4. Legal information
5. Customize the look of your store
You can use any of the existing themes as they are or easily personalize your online store using the built-in options. Remember that TAKU eCommerce web stores are built to be completely mobile responsive so you don’t need to worry about how things will look on different screens – they will always look good on any screen size.
6. Check your web address
Every TAKU eCommerce store comes with a free web address in the form of “yourstore12345.company.site”. You can either use this free URL address, buy a new domain from a third party provider, or connect an existing domain that you already own.
7. Enable payments
TAKU eCommerce supports a variety of payment providers meaning that merchants can choose or setup the payment methods that best suit their business needs. This also gives merchants more freedom to negotiate with providers and lower payment processing fees/costs. While we always encourage retailers to take payment online to minimize the risk of losing the sale or shoppers not picking up products, with TAKU eCommerce, you can even include an option for Pay in Store. If this is your preference, you can complete the payment with TAKU when shoppers arrive in the store.
Once the steps above are complete, you’re ready to start selling online!
We hope you are now comfortable with the general steps involved when setting up an online store. In the next two blog posts and videos, we will discuss how you can add fulfillment methods such as contactless curbside pickup and local delivery.
The next step to building your digital storefront is to showcase your products online.
With the flexibility and accessibility of online tools, even if your brick and mortar store is closed, you’ll still be able to serve your customers. The best part is, these tools are easily accessible to retailers who are not selling online through an e-commerce website. Let’s take a look at some of the ways you can list your products online.
1. Upload your products to Google
People have become more efficient shoppers in this digital world, especially when it comes to physical retail. As a result, they are now checking in-store stock availability before visiting.
To make things easier for your customers, it’s a good idea to make real-time inventory data available on Google. This can be done manually or you can do so easily by using an integrated retail software such as TAKU Retail.
TAKU’s integration with Google also allows merchants to display their products through Google “See What’s In-Store” (SWIS). With SWIS, product catalogs appear under a merchant’s Google My Business listing. This feature helps retailers attract nearby shoppers by showcasing in-store products with real-time stock updates. The best part is – there is no data entry required when uploading products to Google with an integrated solution since your existing POS data is simply re-used.
2. Free and paid Google Products Listings
Once you’ve uploaded your products to Google and are showcasing your products through SWIS, you also have the option of using Google Product listings to further increase your online visibility to local shoppers.
What are Google Product Listings?
Google Product Listings, otherwise known as Google Shopping campaigns, help retailers put their products in front of shoppers who are looking for what they sell. Retailers can use Google Product Listings to promote their in-store products and boost traffic to their brick and mortar stores.
Below is an example of a Google Product Listing:
These listings showcase your products and store information to nearby shoppers who are searching on Google. Since they appear based on what local shoppers are searching for, Google Product listings attract high value shoppers. In other words, they showcase the right products to the right people in the moments that matter the most.
When shoppers click on a listing, they will land on a Google-hosted page for your store which displays your in-store inventory, store hours, directions, and more.
Google recently announced the launch of free product listings, making it easier for merchants to display their products online. Note: While free listings are only accessible to US merchants, an international rollout is expected by the end of the year. Now, search results in the Google Shopping tab will consist mostly of free listings, helping merchants connect with more shoppers, regardless of whether they advertise on Google.
Which means that even if you are not selling online, you can still showcase your in-stock products to potential customers.
TAKU Retail POS has partnered with Google to make it easier for merchants to get started with Google Product listings. By using TAKU, product feeds are automatically optimized and submitted through your POS. To learn more, click here.
3. Adding your products to social media
Facebook is one of the most popular social media platforms with more than 2.45 billion monthly active users. Now, merchants can give customers an easy way to browse and purchase products with Facebook Shop.
Facebook Shop has expanded a great deal in the last few years and is used in 70 countries by 800 million people monthly, making it the perfect opportunity for retailers to showcase their products to millions of potential customers.
Again, you can upload products manually or with an integrated retail platform such as TAKU eCommerce that will automatically sync your in-store products to Facebook Shop. With an integrated system, your product catalog will sync every 12 hours once you have uploaded your products onto your Facebook page. This will ensure that your product information and stock levels are updated on a regular basis.
Depending on the type of products you sell, Instagram may be another essential platform for retail businesses. With more than 1 billion monthly users, your customers are already on Instagram. So make it easier for them to discover and browse your products with Instagram shopping. Essentially, Instagram Shopping allows merchants to transform their profiles into digital storefronts.
We hope Part 2 was helpful to you. To learn more about the last 3 steps to getting your physical store online, keep an eye out for the rest of our blog and video series.
To learn more about the next steps to getting your physical store online, keep an eye out for the rest of our blog and video series.
The COVID-19 pandemic has created a new reality for retailers and consumers alike. Now more than ever, consumers are spending their time searching online and browsing the internet. As a result, it has become increasingly important for retailers to move their physical stores online.
But going digital doesn’t have to be complicated. In fact, it’s very possible to grow your business using the internet without actually selling anything online.
While we always encourage merchants to take orders online, and an e-commerce site can be an effective way to build an online presence, it is not the only way of doing things. Whether or not you have an online store, it will be extremely helpful for you to drive more foot traffic, more sales, and brand awareness using the internet.
So even if you aren’t ready to start selling online tomorrow, you can approach the process step-by-step. The entire 5-step process will be covered in this blog and video series.
Be found online
Oftentimes, the first place that a customer learns about your business is the internet. Whether they’re searching on Google or discover you through an Instagram ad, your store’s digital storefront allows customers to interact with your business (calls, visits, or purchases etc.) even before they’re in your store.
What is a digital storefront?
A digital storefront is everything that a customer can find about your business online, including the following components:
Your Google My Business listing(s) in search results (and if your listings are complete and optimized)
Online customer reviews
Social media profiles
Your website (with or without an e-commerce component)
If your website is optimized for mobile devices (also called mobile responsiveness)
Visual elements of your business including photos and videos
How your digital storefront impacts your retail business
Online and in-store shopping were once seen as separate channels, competing for traffic and sales. But this is no longer the case. In fact, the future of retail relies on the two working together to deliver a seamless and complete customer experience, otherwise known as omnichannel retail.
Even though moving towards omnichannel requires change and investment across a retailer’s business operations (technology, processes, staff etc.), it can be done in a step-by-step process. Below, we’ve outlined the necessary steps that are involved in becoming an omnichannel retailer.
The following are some tools you can use to help your business be found online:
Google My Business
Google My Business (GMB) is a free online listing tool that helps retailers manage how their business appears on both Google Search and Maps. By verifying and optimizing your business listing, you can help local shoppers find you. Retailers can start by adding basic information such as address, phone number, store hours, and website URL. Then add details such as store and product photos, store description, and services etc. It’s also a good idea to get added to other local directory listings such as Yelp, Bing Local, Yahoo, Foursquare etc.
To learn more about Google My Business and the steps you can take to optimize your listing, download our ebook here.
When shoppers search for businesses on the web, online reviews from sites such as Yelp often appear. These customer reviews (if they are positive) can help drive more people to visit your store. On the other hand, negative reviews are likely to drive them away – which is why it’s important to monitor them carefully to maintain a good image.
It’s crucial for retailers to respond to all of their customer reviews – both negative and positive. In fact, even if you receive a negative review, a quick response helps to highlight good customer service to potential customers. To learn more about how to manage online customer reviews, click here.
If you want your retail business to sell more, it’s good to collect more customer reviews. Find out how to get more customer reviews here.
Social media can be a very effective platform for increasing brand awareness and attracting new customers. However, you need to know where your customers are digitally (e.g. which social platforms they hang around) before you can begin using social media to try and attract customers.
For example, if your target audience is an older demographic (50+), you have a better chance at success if you’re using Facebook rather than Instagram.
Retailers are advised to do research and figure out the top social platform(s) that their target demographic spends time on. From there, you can figure out the best practices for marketing on that platform. Remember – it may be tempting to be on every single platform, but by focusing on one, you have a better chance of learning it thoroughly and having success.
Your website has a major impact on how shoppers feel about your retail business. From the design, site speed, and product showcase, your store’s website is often the first impression customers have of your business. Remember – an e-commerce component is not a requirement for having a website. Sure, your customers may want it or expect it but the purpose of any website is to drive traffic, sales, and awareness. Merchants should not let the fear of e-commerce prevent them from setting up at least an informational website.
The point is, building a website is an incredibly important step in establishing your store’s digital storefront. There are millions of local searches that take place everyday on Google and your business will show up higher in search results if you have a website which will drive more foot traffic to your store. In fact, 88% of people who conduct a local search on their smartphone visit a related store within a week. So, do your part by setting up your website and give potential customers a better chance to find you online before your competitors.
A website can also serve as a starting point for you to add new retail tech into your operations. For example, while customers may not be able to purchase directly from your website (if you don’t have e-commerce yet), they can still use it to browse through your merchandise. Or, you can use live chat software to answer customer questions and offer customer service in real-time.
If you would like to learn more about how to easily set up a website for your retail business, click here.
To learn more about the next steps to getting your physical store online, keep an eye out for the rest of our blog and video series.