07.25.19

How to Maximize BOPIS with Local Inventory Ads

Some call it BOPIS, others BOPUS, or in the United Kingdom, Click & Collect. No matter what you call it, Buy Online, Pickup In-Store has benefits beyond a consumer’s instant gratification, convenience, and reduced costs (no shipping fees). For retailers, BOPIS creates a valuable opportunity for measurable sales by reaching shoppers in active buying mode. 

BOPIS continues to be one of the most valuable aspects of the retail shopping experience. In 2018, 81.4% of internet users worldwide reported ordering items online for in-store pickup.

And retailers are responding. Nordstrom, for example, has taken BOPIS to the next level with more floor space dedicated to in-store pickup and try on.   

Amazon and its customers are also seeing the benefits. The ecommerce giant recently launched BOPIS in conjunction with Rite Aid store locations. Rite Aid expects this partnership will help order attachment (purchasing additional items), which Forrester Research predicts Attachment to be 30-40% of BOPIS orders. 

Most recently, during Amazon’s Prime Day, BOPIS order values were up 11% ($131 on Monday and $126 on Tuesday). 

As more shoppers rely on this frictionless experience, forward-thinking retailers will do everything they can to get in front of customers with meaningful and relevant content for greater ROAS.  

To capitalize on this trend, here are three local social advertising tips that retailers can use to maximize BOPIS.

Advertise In-Stock Items 

With so many retailers promoting BOPIS during key shopping moments, paid social efforts are a necessity. Marketers are increasingly using social media as an advertising platform to promote BOPIS. Facebook, Instagram, Twitter, Snapchat, and Pinterest all have options for shoppable ad units.  

However, if you are trying to drive store foot traffic and sales, run-of-the-mill ads won’t cut it. To breakthrough, you must rely on ads that promote the most relevant products for each store location.

At Brand Networks, we’re pioneering Local Inventory Ads, a future-facing ad type that uses store inventory levels, so you are only promoting products that are in stock. Not only does this ensure that the items advertised are available in the area, but, it can also lead to higher customer satisfaction.

Promote Relevant Products

BOPIS initiatives won’t reach their full potential if they’re not promoting the right products to local audiences. Omnichannel retailers can take advantage of targeting parameters like geographic location to deliver the right offer to the right group of people. 

For example, a national retailer might advertise smaller items in urban areas where apartment space is at a premium. If they have stores located in a big college town, they can highlight items needed for dorm rooms, while they might promote more general merchandise elsewhere. Retailers can also advertise sales on local products that aren’t selling well (overstock) or priority/exclusive items featured at specific stores.

Connect the Dots

At the end of the day, retailers will set an overarching goal of looking back, seeing what they did right, and identifying ways to improve. Connecting the dots at the local level can help tie a local store purchase back to an ad impression, engagement, or clicks. This can be challenging to do for offline purchases, but in the case of BOPIS, you can tie a store sale to a specific advertising initiative. This holistic view of online performance across store locations can help retailers better understand the effectiveness of their advertising, even during their busiest time of the year.


Overall, using BOPIS to advertise locally has many advantages for both retailers and consumers, and ultimately can result in higher sales and greater consumer satisfaction.

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