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From Click to Cart: Optimizing BOPIS on Your BigCommerce Store | Ashland, Oregon

woman holding a phone and her credit card, shopping using BigCommerce BOPIS

Written by Noreen

April 15, 2024

It’s the age of instant gratification, and convenience reigns supreme. Online shoppers crave options that cater to their desire to get what they want when they want it. For this reason, the Bigcommerce BOPIS (Buy Online, Pick Up In-Store) retail strategy has steadily become a popular feature in BigCommerce stores.

BOPIS offers several benefits for retailers and customers. For the customers, it allows them to take their time shopping for and reviewing each product they are interested in, and then once they make their purchase, it allows them to get it fast.

For business owners, it frees up storage space and reduces the hassle of arranging for deliveries by having the customer pick their order up themselves at a physical location. 

It’s a win-win for both. 

So, how do you harness the power of BigCommerce BOPIS and transform clicks into loyal, in-store customers? Here’s a step-by-step guide packed with actionable strategies to optimize your BigCommerce BOPIS program. 

The Allure of BigCommerce BOPIS

Traditional online shopping can be a waiting game. Customers add items to their carts, only to be met with shipping costs and delivery timelines that damper their excitement.  

BigCommerce BOPIS cuts through this by offering the best of both worlds: the ease and convenience of online shopping with the immediate gratification of picking up their purchase in-store. This translates to several key benefits for your BigCommerce store:

  • Boost sales conversions: Let’s say you have a customer browsing your website late at night, realizing they need a last-minute birthday gift. With BOPIS, they can complete their purchase online, knowing they can pick it up the next day at their nearest store. This eliminates the friction of shipping and encourages customers to finalize their purchases. 
  • Reduced cart abandonment rates: Have you ever abandoned a shopping cart due to unexpected shipping costs or lengthy delivery times? Lots of customers do, which BigCommerce BOPIS aims to prevent.

BOPIS eliminates these customer pain points and allows customers to complete their purchases with confidence, knowing exactly when and where they can pick up their items.

  • Raise in-store upsells: BOPIS is a golden opportunity for you, the retailer. When customers arrive to pick up their online orders, they’re already in your store and in a purchasing mindset. This presents a golden opportunity to upsell or cross-sell complementary products. 

Did you know that according to statistics, 47% of BOPIS customers often buy additional products when picking up their online purchases? That’s a massive opportunity to increase your average order value!

Optimizing Your BigCommerce BOPIS Experience: A Roadmap to Success

A well-optimized BigCommerce BOPIS program is crucial to maximizing its effectiveness. Here’s a detailed roadmap to guide you:

Make it perfectly clear

Don’t leave your customers guessing! Ensure clear and consistent communication about your BOPIS program across all touchpoints. This includes:

  • Product pages: Clearly highlight which products are eligible for BOPIS pickup. Consider using badges or icons for easy identification.
  • Checkout area: During checkout, prominently display information on BOPIS availability, estimated pickup times at different locations, and any associated fees. 
  • Website-wide visibility: Dedicate a webpage specifically outlining your BOPIS program details, including eligibility criteria, pickup instructions, and store locations. 

It must be frictionless

Imagine a customer eagerly awaiting their online order, only to be met with long lines and a confusing pickup process. Not ideal! Here’s how to ensure a smooth in-store experience:

  • Designated pickup areas: Create dedicated pickup zones within your store, clearly marked with signage. This helps customers locate their orders quickly and efficiently.
  • Knowledgeable staff: Train your staff to be BOPIS experts. They should be able to answer customer questions about their orders, assist with pickup procedures, and even suggest complementary products.
  • Order status updates: Keep your customers informed throughout the process. Consider offering email or text message updates on order status, including notifications when their order is ready for pickup.
  • Synced inventory management: Nothing undermines customer trust, such as arriving to pick up an online order and only finding it’s out of stock. Ensure your online and in-store inventory management systems are perfectly synchronized. 

Utilize real-time inventory tracking to prevent overselling and guarantee accurate availability information on your BigCommerce store.

Ready for Better Sales and Less Cart Abandonments?

BigCommerce BOPIS has the potential to transform your BigCommerce store into a successful one, and Epic is fully aware of this. In fact, we count on it.

We are a digital marketing company with a full suite of services, and we specialize in the BigCommerce platform. Our app, eLocal, gives you full delivery and pickup control—yes, BOPIS!—for your online store. 

Allow multiple deliveries and curbside pickup, charge customers extra for delivery on specific days, provide preparation time, provide seamless inventory management control, and more.

Don’t wait any longer! Contact us today and start selling more.  

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