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Signage, employee presence key aspects to in-store pickup experience

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September 12, 2019

When it comes to a successful and rewarding buy-on-line, pick-up-in-store experience key elements include adequate and clear store signage along with store associate interaction, according to Bell and Howell's latest BOPIS State of the Industry report, conducted in partnership with IHL Group. The report reveals insights from 300 secret shoppers that explored the BOPIS shopping experience at 10 top U.S. retailers, according to a press release.

Report findings include:
Signage counts: Providing clear signs that direct customers to pickup locations cuts the time it takes to complete the pickup process by 50%. It also increases the likelihood customers will use the service again and recommend it to others by 14%.
Presence matters: When customers have to pick up their orders from the service desk, keeping the employee in front of a customer during order pickup improves the overall satisfaction rating of the BOPIS process by 23%, while boosting the likelihood they will buy more items by 24% and increasing overall satisfaction with the interaction with that employee by 13%.
Automation enhances: Adding automation can improve a BOPIS program. In Walmart’s case, automation improved pickup times by 60%, order accuracy by 7% and likelihood for impulse purchases by 12%.

"Given the explosive growth of BOPIS, there are many small and simple things that retailers can do to improve their customer’s pickup experience," said Larry Blue, president and CEO of Bell and Howell, in the release.