Bon-Ton adds BOPIS

Image: Mike Mozart / CC BY 2.0

Bon-Ton Stores has announced the launch of a "buy online, pick up in-store" feature for shoppers across all seven of its banners and their respective websites.

Milwaukee-based Bon-Ton operates Boston Store, Bergner’s, Carson’s, Elder-Beerman, Herberger’s and Younkers stores. Each will now offer the service.

Bon-Ton tested the program for several months in its Milwaukee market before launching BOPIS companywide.

“We continue to enhance our company’s omnichannel capabilities to better serve our customers,” said Kathryn Bufano, president and CEO. “Buy Online, Pick Up In-Store, will make shopping easier and more convenient for our customers.”  

Shoppers can place an order and select in-store pick up as an option for some or all of the items at checkout. They will receive an email or text informing them when the order is available to pick up at the customer service desk.

The feature is available in all product categories, including apparel, shoes, accessories, cosmetics and soft and hard home goods.

Retailers have been busily adding BOPIS as an option, creating dedicated service areas and accessing store inventory for fulfillment, something Bon-Ton has not said it's doing here.

BOPIS is proving to be immensely popular. A recent survey by Retale found that 99 percent of shoppers who have used the feature are happy with it.