Integrating Buy Online, Pick Up In Store (BOPIS) functionality directly into the Product Listing Page (PLP) improves the shopping experience by surfacing fulfillment options earlier in the user journey. Through user research and iterative design, we identified key friction points in how availability and pickup options were communicated. The final solution surfaces real-time local store inventory and allows users to filter and view BOPIS-eligible items without leaving the PLP. This streamlined experience supports faster decision-making, increases user satisfaction, and drives omnichannel conversion.
To support BOPIS and local inventory visibility, we introduced a flexible store lookup panel that accommodates both automatic and manual location entry. When users initiate the flow, we request precise location access to deliver the most relevant store results instantly. For those who prefer not to share location data, the panel offers a manual search option where users can enter a ZIP code or city name. This dual-approach design respects user preferences while ensuring a seamless and efficient path to finding nearby product availability.
To reduce friction in the product discovery journey, we ensured continuity of store selection and size availability from the Product Listing Page (PLP) to the Product Detail Page (PDP). Once a user selects a preferred store or views local inventory on the PLP, that context persists as they navigate to the PDP—preselecting the store and highlighting in-stock sizes accordingly. This continuity streamlines decision-making, minimizes repetitive actions, and builds user confidence by providing consistent, real-time fulfillment data across key shopping touchpoints.
Research Study Participant
“The non time efficient part is learning which products are available to pick up in store and which are not. I would like it if I could find that information before I even having to click through the products through a filter or having to choose your pickup store in the first, before you even begin to shop”
Integrating BOPIS across the PLP and PDP created a more seamless and intuitive shopping experience by surfacing local availability early and maintaining store context throughout the journey. To measure impact, we defined a performance framework focused on key metrics: BOPIS conversion rate, store selection engagement, PLP-to-PDP drop-off, and overall fulfillment preference shifts. This data-driven approach ensures we can continuously optimize the experience based on real user behavior, aligning UX improvements with measurable business outcomes.