In this new blog post we talk about BOPIS strategies: buy online, pickup in store. Undoubtedly, the digital ecosystem introduces changes in consumer habits, preferences and ways of understanding everything.
But that doesn’t mean we should kill traditional elements that are still key for brands. In fact, we see digital-native brands such as Shein making some high-impact forays into ephemeral shops in which they can be seen in the physical world.
Buying online and picking up in shop is a way of extending branding for a brand and having a greater number of touch points with the consumer.
Among the benefits of this strategy, we can highlight:
Engagement with the consumer or user
Physical shops allow customers to actively interact with brands by providing them with a tangible and immersive environment. In this way, they can interact with products and staff, with the aim of developing stronger connections.
Lower return rates
Online sales generate return rates that, in many cases, are brutal. In the physical world these rates drop significantly, which is a profitability factor for the brand.
Brand building
Physical shops increase brand awareness and affinity. Customers are able to perceive brand territories and contexts, receive personalised service and have the opportunity to participate in events.
Market reach
Physical presence allows brands to reach customers who still prefer to shop in-store or those who do not shop online. Shops provide access to other demographics and new markets.
Data capture
Shops can provide real-time data on customer responses, something that even the most powerful algorithm cannot achieve. Retailers learn about preferences and pain points they perceive on the spot. In this way, brands can incorporate this data to improve products and offers online.
Photo credit: EK
