BOPIS and ROPO: The Benefits for Brands

June 23, 2020

What is BOPIS?

BOPIS is short for ‘Buy Online, Pick-Up in Store’. Also known as ‘click and collect’, this is a method of purchase that gives customers greater flexibility with the ways they buy from brands.

BOPIS has become increasingly important in recent years, particularly due to the fact that it can provide the benefits of both ecommerce and brick-and-mortar stores, to provide a true omnichannel experience. In the UK, 64% of retailers offer a BOPIS solution, whilst in the USA, 27.5% do, facilitating the growing requirement to meet wide-ranging consumer preferences.

What is ROPO?

ROPO is the abbreviation for ‘Research Online, Purchase Offline’. This trend sees 87% of shoppers begin product searches on digital channels, conducting research before going in store to make their purchase.

The rise of mobile has seen it become easier than ever before to carry out research before going into a store, with almost half of brick-and-mortar sales beginning with a consumer viewing product reviews; a 15% year-on-year increase.

Why should you use BOPIS and ROPO?

BOPIS enables brands to combine online shopping with the traditional in store experience, offering convenience and consumer engagement. This means that brands are able to sell products in more adaptable ways, enabling them to compete with pureplay e-commerce companies as well as brick-and-mortar stores.

This solution holds the potential to increase sales and grow customer satisfaction, whether brands typically sell products online or in retail stores. BOPIS also goes hand in hand with ROPO, allowing customers to learn about products online and then choose an offline method of purchasing their order. By giving consumers this choice, brands that facilitate BOPIS and ROPO can overtake competitors that operate solely online, or in store.

Demonstrating the importance of providing sought after information online to boost brands’ sales, 92% of people have researched online before going to a physical store.

Offering BOPIS can work to increase profits for brands, with 43% of retailers believing it is directly responsible for increased revenue. When asked, they also stated the following:

  • 45% said that BOPIS forms between 11% and 40% of their revenue
  • 22% claim that it brings in 40% to 65% of their revenue
  • 15% credit BOPIS for 65% or more of their revenue

As well as monetary benefits, it also holds the potential to increase footfall, with 44% of stores explaining that BOPIS increases in store traffic. Another benefit includes enhancing brand loyalty, as 44% believe it combines the best of online and in store.

The main reason to create the option for BOPIS is the demand for it. According to Adobe, since January 2018, its use has increased by 199% with as much as a 250% increase for larger stores and chains.

How does BOPIS work?

The process of BOPIS is straightforward, particularly when it is designed to enhance customer satisfaction and considers consumers’ preferences. The following steps explain the ways that BOPIS can work to create brand loyalty and increase sales. 

  1. Consumers browse products

First, BOPIS gives consumers the ability to browse brands’ products online, from the comfort of their own home, or on their mobile device. The more relevant information a brand is able to include at this stage, the greater the likelihood is of a purchase.

  1. The customer makes an informed purchase

Next, the customer makes their purchase online, whether it’s on a website or mobile application. Using the information provided online, they can choose the time and location to collect their order when it’s ready, with Where to Buy solutions playing a large role in making this process user-friendly.

  1. Collection

Items are picked and packed, or go through the BOSS process, also known as ‘Buy Online, Ship to Store’. Once an order is ready for collection, the customer is informed and can then pick it up. Making this process seamless relies largely on communicating relevant information throughout the customer’s entire journey. Having a positive experience with a brand’s product will then increase the likelihood of repeat purchases and great feedback.

What are the benefits for customers and how can brands leverage this?

Those who choose to buy through BOPIS experience countless benefits that other methods of purchase don’t offer, also benefitting brands. These include:

  1. Convenience

Brands enable customers to research products in depth and secure a purchase online. By featuring relevant information and designing a smooth process, brands can inform customers and increase sales by quickly presenting consumers with everything they need to know. Highlighting the importance of convenience, 50% of people say that they base purchase decisions on whether it is available to pick-up in store. Dotter has the ability to incorporate this information into a brand’s Where to Buy experience and simplify the way people shop.

  1. Speed

BOPIS means that brands’ products can be picked up quickly by shoppers and in some cases, even faster than same-day delivery. Dotter’s personalisation engine and optimisation platform allows consumers to see BOPIS-specific information within a Where to Buy app, meaning shoppers’ experiences can be tailored to their specific use cases and requirements. The result of this is that BOPIS can enable brands to compete with those on the likes of Amazon and ASOS, whether somebody needs a dress for a night out tomorrow, a replacement light bulb before it gets dark or a last-minute birthday present.

  1. Avoid shipping costs

We all know the pain of finding the perfect product online and getting to the checkout... only to find out that delivery costs more than the item itself! BOPIS removes unnecessary shipping costs, so customers can enjoy a quick pick-up without having to pay for fast service. To give full transparency throughout the shopper’s journey, Dotter is able to highlight any costs, keeping customers informed while benefitting brands’ reputation and sales.

  1. Enhanced experience

Dotter’s ability to display all purchase options, means that shoppers' experiences can be greatly enhanced, making them more likely to buy from the brands offering this. Purchase options can also be filtered by consumers, creating the ultimate shopping and brand experience. When these happy customers then go to pick up their order, they may spend more, with 85% of shoppers making additional purchases in store when picking up their online order.

Improving consumer experience using BOPIS and ROPO

Brands should look to implement new and innovative solutions that work to improve consumers’ experiences.

The main focus should be on finding ways to inform, educate and excite shoppers, increasing the likelihood of purchases. Presenting all relevant information in a user-friendly format will give customers all available options and grow conversion rates for brands drastically. Putting the customer first is vital in securing repeat business, with 73% of consumers saying that experience is key in influencing their brand loyalty.

Make the most of BOPIS

These three tips will help any brand to create an industry-leading BOPIS experience:

  1. Continuously improve

Once a person has a positive experience with BOPIS, they are likely to use it again. Improve users’ experiences by requesting feedback from customers and implementing any relevant suggestions.

  1. Offer a store finder solution

Make it easy for customers to know exactly where they need to go. Include addresses, parking information and even opening hours to make the collection process hassle-free and keep customers coming back. Dotter’s ability to incorporate a dynamic Store Locator solution with real-time purchase information such as BOPIS options, means brands can do this in a way that works to achieve their individual objectives.

  1. Optimise

People make purchases from a variety of devices, from desktop computers to mobile phones and tablets. The BOPIS experience should be optimised to be user-friendly, regardless of which device somebody may be using. Forbes explains that 61% of shoppers use a PC when making an online purchase, while 39% use mobile devices.

How can Dotter help?

To speak to the Dotter team about the ways in which you can capitalise on the growth of BOPIS through including this in your Where to Buy solution, contact us on

Author: Holly Worthington