This was the year that Buy Online, Pick Up In Store got big

In the world of Relationship Commerce, 2018 will go down as the year BOPIS got big. Really big.

Earlier this month, CNBC reported that not only are more major retailers offering some variation of Buy Online, Pick Up In Store, but that the proliferation of these programs might be responsible for the significant uptick in online sales this holiday season.

Online spending from November 1 through December 6 is up more than 18% from a year ago, Adobe Analytics has found. And they’re pointing to BOPIS as a prime cause.

“One reason Adobe said digital sales continue to skyrocket is the increasing number of shoppers this holiday season using so called click-and-collect options — purchasing online and picking up the order at a designated space in stores oftentimes as soon as the same day. Adobe found that click-and-collect orders have grown a whopping 46 percent from a year ago during the Nov. 1 to Dec. 6 period.”

Of course, creating an effective BOPIS program is often easier said than done. Over Black Friday weekend two researchers from Accenture tested the click-and-collect programs, placing 43 orders across 15 retailers. 65% were “fulfilled with no issues”. While that number is a “significant improvement” over previous years, it still shows these experiences have a long way to go.

That’s where Ordergroove’s Relationship Commerce capabilities come into play. Check out our CEO and cofounder’s recent video to see how The Vitamin Shoppe is leveraging our platform to make BOPIS, and programs like it, as seamless and successful as possible.

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