Dive Brief:
- Buy online, pickup in-store (BOPIS) represents a growing portion of many chains’ order fulfillment, according to research from Slice Intelligence.
- Almost a third (30.2%) of Sam’s Club e-commerce sales are picked up in-store, Slice reports, and 22.6% of Kmart’s online sales are fulfilled in-store.
- While just under half (45%) of shoppers have used BOPIS in the last six months, a separate study says, the vast majority (86%) would try it if for $10 off a $50 order.
Dive Insight:
In-store pickup of orders made online is getting to be big business for big-box stores. According to Slice Intelligence, buy online, pick up in-store (BOPIS) sales made up substantial portions of 2015 e-commerce sales for Sam’s Club, Kmart, Toys ‘R' Us, and other chains.
Savings and speed were major incentives for consumers to try BOPIS options. According to a separate study from Blackhawk Engagement Solutions, 86% of shoppers surveyed would try in-store pickup if they could save $10 on a $50 item, and 78% would try it if they could take delivery three days sooner.
Stores offering BOPIS can usually offset any incentives by building incremental sales from the added foot traffic. “Every retailer should be running BOPIS rebates to drive incremental in-store traffic and reduce overall costs,” Rodney Mason, general vice president of marketing for Blackhawk, told Retail Customer Experience last month.
