How BOPIS Works
The BOPIS Journey
BOPIS Variants
In-Store Pickup
Customer enters store and collects order from a designated counter or pickup area. Often combined with additional shopping.
Curbside Pickup
Staff brings order to customer's vehicle in parking lot. Customer never leaves car—maximum convenience, minimal contact.
Locker Pickup
Order placed in secure locker; customer retrieves with code. Enables 24/7 pickup without staff interaction.
Drive-Through Pickup
Dedicated pickup lane for online orders. Common at pharmacies and quick-service restaurants.
BOPIS + Additional Purchases
Studies show 40-70% of BOPIS customers make additional purchases during pickup trips. This "halo effect" makes BOPIS valuable beyond fulfillment efficiency.
BOPIS and Loyalty Integration
Effective loyalty programs treat BOPIS as a unified omnichannel experience:
Seamless Point Earning
Points should be earned on the online transaction—not delayed until pickup. The purchase decision happens online; that's when engagement should be recognized.
Offer Application
Digital offers applied during online checkout must be honored at pickup. The loyalty system needs to track offer usage across channels to prevent confusion.
Member Identification
Link online account to loyalty profile automatically. At pickup, additional purchases should also be attributed—whether through app check-in, phone number, or account lookup.
Pickup Behavior Tracking
BOPIS data reveals valuable patterns: pickup speed preference, add-on purchase behavior, time-of-day patterns, store location preferences. Use this for personalization.
BOPIS-Specific Promotions
Drive BOPIS adoption with targeted incentives: bonus points for first BOPIS order, percentage off for pickup vs. delivery, add-on offers at pickup notification.
Geofenced Engagement
Use geofencing to detect when pickup customers arrive. Trigger notifications about ready status, add-on suggestions, or in-store bonus offers.
BOPIS Best Practices for Loyalty
- 1. Maintain unified customer view. BOPIS creates complex data—online browse, online purchase, store pickup, in-store add-ons. Ensure all activity ties to one customer record.
- 2. Credit points immediately. Don't make customers wait until pickup for points. The purchase is complete online—reward it then.
- 3. Surface relevant add-on offers. When a BOPIS order is ready, suggest complementary items available for pickup: "Your order is ready! Add these items for pickup today."
- 4. Handle cancellations gracefully. If BOPIS orders are cancelled or modified, loyalty adjustments should be automatic and transparent.
- 5. Measure BOPIS-specific metrics. Track: BOPIS order conversion, pickup completion rate, add-on purchase rate at pickup, member vs. non-member BOPIS behavior.
- 6. Train store staff. Pickup staff should know how to handle loyalty questions, apply manual point corrections if needed, and capture additional purchases correctly.
BOPIS for Grocery
Grocery loyalty programs especially benefit from BOPIS integration. Weekly grocery BOPIS creates high-frequency touchpoints, and personalized digital offers can drive both online ordering and store visits.
Exchange Solutions Omnichannel BOPIS
Exchange Solutions' platform supports seamless BOPIS integration—unified point earning across channels, real-time offer synchronization, and behavioral tracking that connects online and in-store activity. Our omnichannel architecture ensures BOPIS customers have the same great loyalty experience as any other shopping journey.
