120 Days of Retail: Day 62 - A Few Retailer Successes with Buy Online Pickup In-Store

The retail industry has undergone a significant transformation over the past few years. The rise of e-commerce has disrupted traditional brick-and-mortar retail, leading to a decline in foot traffic and sales for many independent retailers. However, innovative retailers have found a way to leverage the power of e-commerce to drive in-store sales through buy online pick up in-store (BOPIS) and curbside pickup services. Today we will explore the benefits of BOPIS and curbside pickup for independent retailers, and highlight success stories from other retailers.

BOPIS and curbside pickup are two complementary services that allow customers to purchase products online and pick them up in-store or at curbside. BOPIS allows customers to shop from the comfort of their homes and avoid the hassle of navigating through crowded stores, while still being able to enjoy the instant gratification of picking up their purchases immediately. Curbside pickup, on the other hand, provides an added level of convenience, allowing customers to collect their purchases without ever leaving their cars.

The benefits of BOPIS and curbside pickup for independent retailers are numerous. First and foremost, they enable retailers to compete with e-commerce giants like Amazon, who have revolutionized the way consumers shop. By offering these services, independent retailers can provide customers with the convenience they crave while still maintaining the personal touch that sets them apart from their larger counterparts.

BOPIS and curbside pickup also help to drive foot traffic to physical stores. According to a study by Adobe Analytics, retailers offering BOPIS saw a 47% increase in online sales and a 57% increase in foot traffic to physical stores. The ability to offer in-store pickups can also help to reduce shipping costs and cut down on returns, as customers have the opportunity to inspect their purchases before leaving the store.

Perhaps most importantly, BOPIS and curbside pickup allow independent retailers to create a seamless omnichannel experience for customers. In today's digital age, consumers expect a frictionless shopping experience across all channels, whether they are browsing online or in-store. By integrating BOPIS and curbside pickup into their omnichannel strategy, independent retailers can provide customers with a consistent and convenient shopping experience, regardless of where they are in the purchase journey.

Numerous retailers have already found success with BOPIS and curbside pickup. One prime example is Target, which has seen tremendous growth in recent years by investing heavily in omnichannel initiatives, including BOPIS and curbside pickup. In fact, the retailer reported that in the fourth quarter of 2020, its digital sales grew by 118%, with more than 95% of those sales fulfilled by its stores. Target's success is a testament to the power of BOPIS and curbside pickup to drive sales and create a seamless omnichannel experience for customers.

Another example is Best Buy, which rolled out curbside pickup in response to the COVID-19 pandemic. The retailer reported that its curbside pickup sales grew by 252% in the first quarter of 2020, with more than half of those sales coming from new customers. Best Buy's success demonstrates the ability of curbside pickup to attract new customers and drive sales during challenging times.

Other retailers, such as Walmart and Kohl's, have also reported success with BOPIS and curbside pickup. In fact, Walmart has recently expanded its curbside pickup service to include groceries, further demonstrating the versatility of these services.

Buy online pick up in-store and curbside pickup are powerful tools that can help independent retailers compete with e-commerce giants, drive foot traffic to physical stores, and create a seamless omnichannel experience for customers. The success stories of retailers like Target,