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How to improve BOPIS for better customer satisfaction 

Buy Online, Pick Up In-Store (BOPIS) offers customers the convenience of online shopping with the immediacy of in-store pickup. However, if not executed properly, BOPIS can lead to frustration and lost sales. 

In this guide, we’ll explore how to improve BOPIS for better customer satisfaction, along with practical strategies to enhance efficiency and engagement.

• BOPIS is a win-win: it provides increased convenience for shoppers and a competitive edge for retailers. 

• Faster fulfillment: Customers get their items quicker without waiting to have them shipped to their door. 

• Increased in-store traffic: Encourages additional purchases when customers visit the store. 

• Cost savings: Reduces shipping costs for both businesses and customers. 

• Improved inventory management: Helps retailers optimize stock availability across online and physical locations. 

Key challenges in BOPIS

Benefits aside, BOPIS isn’t always easy to implement. The following pitfalls are common if a retailer hasn’t properly thought out their strategy: 

• Long wait times: Customers expect a quick pickup but often encounter delays. 

• Poor communication: Lack of real-time updates on order status causes frustration. 

• Inventory issues: Items may appear available online but are out of stock in-store. 

• Confusing pickup process: Unclear signage and staff miscommunication create friction. 

How to improve BOPIS for a seamless experience

1. Streamline order processing

A well-optimized BOPIS process starts with efficient order fulfillment: 

• Automate real-time inventory updates to prevent overselling. 

• Dedicate in-store staff to handle BOPIS orders quickly. 
• Use designated storage areas for easy retrieval. 

Example: A retailer like Staples Canada assigns a dedicated BOPIS counter near the store entrance, allowing customers to pick up orders within minutes. 

2. Enhance communication and notifications

Customers need clear, timely updates about their orders. Consider: 

• Real-time notifications via SMS or email when orders are ready. 

• Estimated pickup timeframes to set accurate expectations. 
• Reminders to encourage timely pickups and avoid abandoned orders. 

Example: A fashion retailer sends a text alert with a QR code for quick verification at pickup. 

3. Optimize the pickup experience

Make the pickup process simple and convenient: 

• Create clear signage directing customers to pickup areas. 

• Implement curbside pickup for added convenience. 
• Train employees to prioritize BOPIS orders during peak hours. 

Example: A grocery chain installs dedicated BOPIS parking spots where customers can check in via an app and have their orders delivered to their car. 

4. Offer flexible payment and return options

• Customers choose BOPIS to maximize convenience. Enable contactless payment for faster checkout. 

• Allow in-store order modifications (e.g., adding items at pickup). 
• Simplify the return process by accepting BOPIS returns in-store. 

Example: A home improvement retailer allows customers to add items and process returns at the pickup counter, capturing impulse buys and boosting customer loyalty. 

5. Use customer feedback to improve

Monitor customer satisfaction through post-pickup surveys and analytics: 

• Gather feedback on wait times and pickup efficiency. 

• Track order accuracy to reduce fulfillment errors. 
• Identify bottlenecks and make data-driven improvements. 

Example: A tech retailer notices frequent delays in pickup processing and reassigns more staff to speed up fulfillment. 

A well-executed BOPIS strategy will leave you with happier, more loyal customers who actually enjoy interacting with your brand.

If you’re currently running a BOPIS program that has room for improvement, Chatter can help you automate and optimize your order processing, communication, feedback integration, and more.