Mastering Salesforce’s Buy Online, Pick Up in Store (BOPIS): A Guide to Enhancing Omnichannel Retail
How to Implement Salesforce’s BOPIS Solution Kit to Improve Customer Experience and Drive In-Store Traffic
In the evolving landscape of retail, offering flexible shopping options has become essential to keeping customers satisfied. The Buy Online, Pick Up in Store (BOPIS) model provides shoppers with the convenience of ordering online and collecting their products from a physical store, avoiding shipping fees and delivery delays.
Salesforce’s BOPIS Solution Kit has made it easy for retailers to implement this popular feature in their storefronts. Though the kit is no longer officially maintained, its relevance for driving customer satisfaction remains strong. In this article, we’ll explore how the deprecated BOPIS solution could work, its key components, and how it can still be leveraged for optimising e-commerce experiences.
What is the BOPIS Solution Kit?
The BOPIS Solution Kit allows retailers to offer an online purchasing option with in-store pickup, giving customers the flexibility to order products and collect them at their convenience. With this solution, retailers can integrate various Salesforce products, including Salesforce B2C Commerce Cloud, Salesforce Order Management and Marketing Cloud, to enable a seamless process for customers and store associates.
Key Benefits:
- Reduced Shipping Costs: Shoppers can save on shipping fees by picking up orders in-store.
- Faster Access to Merchandise: Customers can collect items as soon as they’re available at a nearby store, often faster than home delivery.
- Enhanced Engagement: Through integration with Marketing Cloud, retailers can send personalized communications about order status and pickup instructions, increasing customer engagement.
Solution Workflow: How Does It Work?
The workflow for BOPIS is designed to be seamless for both the customer and the store. Here’s a breakdown of how it operates:
- Customer places an order on the e-commerce storefront, selecting the option to pick up the item from a local store.
- Order confirmation is sent through Marketing Cloud, while the order is routed to the order management system (OMS).
- The OMS sends the order to the store, where a store associate picks and prepares the items.
- The associate triggers an action to notify the customer that the order is ready for pickup.
- Customer receives an email or SMS notification with instructions for pickup, including curbside or in-store options.
- Upon arrival at the store, the customer can follow interactive instructions, such as clicking an “I have arrived” button to notify the store.
- The store associate completes the order by handing over the product, and order completion is confirmed in the system.
Technical Considerations
The BOPIS solution kit requires several components to work smoothly across platforms. Here are some key technical points:
- System Requirements: Salesforce B2C Commerce Cloud (with either Composable Storefront, SFRA or even SiteGenesis), Salesforce Order Management and Marketing Cloud are essential, with optional add-ons like Mobile Push or Mobile Connect to send mobile notifications.
- Inventory Management: A system that manages store inventory is crucial, whether using an ERP or directly sending inventory data to Salesforce B2C Commerce Cloud via XML. Omnichannel Inventory is an optional add-on, while highly recommended.
- Geolocation: If using Salesforce’s Geolocation API, store location data can power an efficient store locator feature.
Design Considerations for Implementation
When implementing the BOPIS solution kit, there are a few design aspects to consider:
Note: This diagram represents one of many potential examples of systems and types of data flows that support BOPIS.
- Store Availability: Decide which stores will offer BOPIS and ensure they have the logistics to support order storage and pickup.
- Product Data: Make sure store products are integrated into your online catalog, and that inventory data is accurately reflected.
- Customer Communication: Use Marketing Cloud to provide real-time notifications and pickup instructions, improving the customer experience.
- Curbside Pickup Options: Consider offering curbside pickup to accommodate contactless transactions. Ensure clear signage and provide a means for customers to notify the store upon arrival.
Implementation Challenges and Customization
While the BOPIS Solution Kit offers out-of-the-box functionality, customization may be required depending on your business model:
- Customization for Templates: Retailers may need to adjust their storefront’s product detail pages, cart, and checkout flows to reflect BOPIS functionality. Clear messaging is essential to ensure customers understand the process.
- Inventory Data: Real-time integration between the storefront and inventory management system is necessary to ensure products are available for pickup.
Final Thoughts
While the Buy Online, Pick Up in Store (BOPIS) Solution Kit may no longer be officially updated, its framework still holds significant value for retailers seeking to enhance their omnichannel offerings. By leveraging Salesforce B2C Commerce Cloud, Salesforce Order Management and Marketing Cloud, and smart integrations, retailers can implement a convenient and seamless BOPIS experience that meets today’s customer expectations.
If you’re considering implementing BOPIS, I recommend reviewing the solution’s architecture and exploring customization options to fit your specific business needs. Done right, BOPIS can increase customer satisfaction, reduce shipping costs, and drive more in-store traffic.
My name is Oleg Sapishchuk, and I’m an experienced architect specializing in digital transformation and unified commerce solutions for some of the world’s most recognised brands. I frequently write about Salesforce B2C Commerce Cloud, and I invite you to follow my Medium profile for more insights and industry knowledge.
