This post provides specific examples of BOPIS (Buy Online Pick-up Instore) or Click and Collect experiences at 4 well known North American retailers. It serves to illustrate the BOPIS customer journey and provides ideas of how to implement it in your own environment.
Nordstrom
I placed an order for women’s PJs on Wednesday night at 9:59PM, I almost immediately received a confirmation email which told me to wait for an email with pick up details that would notify me when my order was ready. The email also included a “you may also like” section (similar to Nordstrom’s other confirmation emails). The store address and a link to directions and opening hours were also listed.
The next morning at 9:18AM, I received an email letting me know my order was ready for pickup. There was a clear description of where to go in the store for pick-up. Nordstrom’s also offers courtesy pickup with a suggestion to call at least 10 minutes before arrival to have the package brought to your car (again with clear directions on where to go for this option). They ask to bring ID and the credit card used to place the order.
When I arrived, I easily located the pick up point. The sales associate went to retrieve my order (which took just a few minutes). I asked her if I could try on the PJ’s anywhere before I left the store. The nearest option was a men’s fitting room, which because it was a quiet weekday morning, was empty. I guess my other option would have been to go upstairs to the women’s fitting room if I were more comfortable with that. The associate walked me to the fitting room and she told me to come back to the service area to complete the order.
Overall, a very simple process. I could have walked in and out in less than 10 minutes if I didn’t want to try on the product. As a side note, my credit card was charged by the Nordstrom Direct store, not the store where I picked up the item.
I rate this experience as excellent and would gladly use this option again.
Home Depot Canada
I ordered some power tools for my husband’s birthday (I know – very romantic). I placed the order Saturday at 12:18PM. The confirmation email informed me to wait for a pick-up email before coming to the store, but also indicated that most orders were ready for pick-up within 2 hours. The store address was included in the email. At 1:12 PM (That’s less than 1 hour from order being placed), I received an email letting me know my order was ready for pick-up at the Service Desk, they ask to bring ID and the confirmation email. I didn’t have time to pick it up that day, but the next day when I arrived at Home Depot, I remembered I needed to buy another item. So, I did that first and then went to the Service Desk (which wasn’t easy to find from the door I came in from, so I needed to ask an associate). I think if I had come in from the more popular door, it would have been more obvious.
Once I arrived, one of the associates at the service desk went to get my power tools. My credit card had already been charged by the store so I paid for the other item separately. I received an order pick-up confirmation email, which I like from a security standpoint. Had it not been me picking up the item, I would have gotten a notification that someone had taken my order. Toys’RUs offers almost identical experience (including the pick-up notification email).
This experience was also excellent and would probably use it again.
Chapters/Indigo (a Canadian Bookstore)
One of my first attempts of BOPIS, back in 2012, was driven partly out of curiosity, but also partly due to frustration with pricing inconsistencies between channels. I had read reviews about a new cookbook that looked interesting, but I wanted to see some of the recipes in more detail, so I went to a Chapters store. I decided I would purchase the book, but noticed it was about 25% more expensive in store compared to on-line. I asked the associate about it and they explained that because of higher competition online, prices were often lower online. The retailer in me thought that made sense, but the consumer in me did not agree. The associate suggested I could order it online and have it delivered to the store because “I would save shipping charges”.
On October 16, I placed the order for 2 books – the cookbook and a kid’s book that was on pre-order. A few days later, my credit card was charged for the cookbook and about 7 days later, I received a call from the store I had requested the order be shipped to notifying me that my order was ready for pick-up. The pick-up process was easy enough. Stand in line at the cash and tell them my name. They may have asked for ID – it was a long time ago.
The kid’s book was scheduled to be released on November 13, but on October 30th I received an email letting me know my book had shipped. My credit card was charged the next day. We waited about 2 weeks for the call from the store (keep in mind that book releases are controlled — so we could only get the book on the official release date).
The experience was OK, but I never used this service from Chapters/Indigo again. I have ordered books from their site and in their stores, but having to wait a week to get a book which they could have taken from the shelf in store seemed a bit silly…
Best Buy Canada
I’ve used the BOPIS service from Best Buy a few times, it’s always super easy and generally very fast. Because they don’t charge your credit card at time of order, it makes it easy for you to buy other items at the same time as your BOPIS order. You have an option of paying for the item at the pick up counter if that’s all you have.
Their emails are clear and they set the right expectations around timing.
Conclusion
As a consumer, I think BOPIS when delivered well is pretty amazing service. More and more retailers are offering it and I think consumers are beginning to expect is as part of the shopping experience. Consumers demand excellent execution, so be sure to map the customer journey carefully before implementing it in your stores. See my tips for delivering great BOPIS experience here.
Have you had any great (or not so great BOPIS experiences)? Feel free to share them in comments below.
Nathalie Belanger 