The Top BOPIS Retailers: Who Scored the Most?
Tuesday, February 26, 2019

The Top BOPIS Retailers: Who Scored the Most?

Buy online pick up in-store (BOPIS) has been around for a while. Despite this, we just have not seen many lists about the best in the industry. Well, Bell and Howell, and OrderDynamics set out to fix that. Just released is this new, groundbreaking research BOPIS: State of the Industry. It is groundbreaking in that it uses secret shoppers to rate the top BOPIS retailers in the study. Secret shoppers made online purchases and then went to the individual stores to pickup their items. While doing so, they rated the various steps along their journey. Here is what they found.

Selecting Top BOPIS Retailers

Using BOPIS to earn your customers' loyalty is one of the best ways to grow your bottom line!

BOPIS: State of the Industry, set out to rank some of the largest retailers in the US. Naturally, only those that offer BOPIS options, made that list. Unlike other research, the objective here has been to provide a full experiential view of click and collect. This means following the customer experience from the purchased online order, right through to the in-store fulfillment process (pickup). Our secret shoppers, timed, monitored and assessed their entire BOPIS experience. These 300+ click and collect journeys include Walmart, Kohl’s, Nordstrom, Staples, Macy’s, Lowe’s, Best Buy, Target, Bed Bath and Beyond, and Home Depot. Then we looked at the online purchasing process, notifications, and the pickup process. Was automation used anywhere? Was it convenient for the shopper? How long did it take? Breakdowns in each of these then roll up to an overall BOPIS experience score.

Overall Top BOPIS Retailers

Congratulations go out to Best Buy as the overall top BOPIS retailer! They scored 4.70 out of 5 (94%) for the overall BOPIS experience. This followed closely by Home Depot at 4.67 out of 5 (93%), and Bed Bath and Beyond at 4.62 out of 5 (92%). Below are the highest five scores listed in the research. For a full list of the 10 and all their scores, refer to the full research: BOPIS: State of the Industry.

 

Top BOPIS Retailers Chart - Top 5

 

Distributed Order Management Needed

First of all, if you are a retailer planning to buy online pickup in-store, then you need distributed order management (DOM). Whether you are an online retailer or a mid-sized retailer with 15+ stores, you need a DOM to make this happen. BOPIS fulfillment does NOT happen by magic. Your staff and in-store associates cannot just ‘figure it out’. It needs a supply chain that is ready to provide support. And, that supply chain needs a DOM to orchestrate the process. This way you are ready when a customer picks up their order.

Notifications: The BIG Difference

79% pf retailers provide notification of an order being ready for pickup within 4 hours

What has the DOM got to do with BOPIS customer satisfaction? From the above paragraph, we know that distributed order management is needed to coordinate the operation. That includes providing real-time inventory visibility to both employees and customers. Then aside from the massive coordination work on the BOPIS – retail fulfillment side, it also is the notification central processor.

Among the 10 retailers researched, 79% provide notification of an order being ready for pickup, within 4 hours.  Better yet, 51% of the orders had ‘ready for pickup’ notifications within 1 hour or less. Best Buy is a great example of notifications promised within 20 minutes.

Why are Notifications Important?

The speed of notifications impacts the shopper satisfaction score. We looked at scores with notification times less than 4 hours, and those greater. Overall BOPIS experience scores are 13.3% higher when customers receive an order ready notification within 4 hours. This may not seem like a huge difference, but moving the needle on overall scores is challenging. Finding one particularly strong means of doing this is incredibly important. Top BOPIS retailers definitely focus on speed of notifications.

It was also interesting to note that four strong indicators pointed very positively to speed of notification. These are shown in the below graphs. Ultimately, affecting retail bottom lines comes down to keeping the customers happy, and returning. In this regard, secret shoppers rated retailers with less than 4-hour notifications as 19.2% higher on the ‘Likely to use service at that retailer again’ score. Every CEO, CIO, and VP of omnichannel operations need to take note here.

Keeping the customer coming back means more sales overall, including additional in-store sales during the pickup. This is especially crucial at high paced, high-pressure times like the holiday season.

 

Shopper Satisfaction Scores

 

Finding the Top BOPIS Retailers

Buy online pickup in-store (BOPIS) is gaining momentum. It is becoming a retail fulfillment method of choice for many consumers. There is considerable research on the topic from the executive point of view. However, BOPIS: State of the Industry takes a different approach. It looks at click and collect from the customer experience point of view. Although it rates the largest of US retailers on their BOPIS capabilities, there are learnings for all retailers. One key observation was the need for a supply chain and distributed order management system ready to provide fast notifications. When an order is ready, customers want to know. Telling them about it fast gets their attention, and earns their loyalty.

Using BOPIS to earn your customers’ loyalty is one of the best ways to grow your bottom line!

Author: 

Charles Dimov, VP of Marketing at OrderDynamics

Charles Dimov is VP of Marketing at OrderDynamics. Charles has 23 years experience in Marketing, Sales and Management across various IT and Technology businesses. Previous roles include Chief of Staff, Director Product Marketing, and Director Sales. Charles has held roles in brand name firms like IBM, Ericsson, HP, ADP, and OrderDynamics.

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