BOPIS (buy online pick up in store) has become a popular option for customers who enjoy the ease of online shopping but want the convenience of picking up their items in-store. However, many retailers struggle with communication breakdowns at the final step, like asking customers to call or enter the store upon arrival. These gaps lead to delays, confusion, and frustration for both customers and frontline teams.
That’s where a digital last mile comes in – making the curbside pickup experience faster, clearer, and more efficient for everyone.
The need for a digital last mile
When a customer opts for curbside pickup, they’re choosing to be a digital customer. But too often, they’re given an analog last mile (i.e. asked to call or enter the store), creating unnecessary friction. This leads to delays and frustration for customers and prevents retailers from gathering valuable data or ensuring smooth operations.
Curbside pickup is rapidly growing, with 72 million Americans having used curbside pickup in the last 12 months, representing 25.3% of U.S. consumers as of January 2025. Consumers are choosing curbside for convenience, avoiding shipping fees, faster access to items, and more, as shown in the chart below.
With 87% of retailers offering BOPIS (buy online pickup in store) as one of their core fulfillment options, the need for a smooth, digital experience is clearer than ever.
That’s why SYNQ has digitized curbside, giving customers the seamless digital experience they expect and retailers the tools they need to improve efficiency.
Streamlining the pickup process
SYNQ simplifies curbside pickup by leveraging digital workflows that connect customers with associates in real time. Here's how it works:
- When a customer arrives at the designated curbside pickup spot, they follow the instructions displayed on the signage, or click the “I’m here” link in their confirmation email.
- A digital notification is sent to an associate, letting them know a customer is ready for pickup.
- The associate claims the request, automatically notifying the customer that someone is on the way with their order.
This ensures quick acknowledgment for customers and accountability for associates, leading to a smoother experience.
Why digitize curbside?
Digitizing curbside pickup improves the experience for both customers and retailers:
- Data insights: Digital tracking provides valuable data on wait times, order volume, escalation rates, and more. Retailers can leverage these insights to optimize their BOPIS programs.
- Streamlined order management: Manage orders digitally, reducing manual coordination and cutting labour costs.
- Associate accountability: Associates claim each request, ensuring accountability, reducing missed requests, and adding automatic escalations for late orders.
- Increased efficiency: Automated notifications and streamlined processes cut down on wait times and accelerate service.
- Digital last mile and trip assurance: No more phone calls or store entries. Customers receive clear instructions and can trust that help is on the way.
Embracing the digital last mile
With the growing demand for digital experiences, providing a digital last mile for curbside customers is crucial for meeting expectations. By removing friction and enabling real-time communication, retailers can enhance customer satisfaction, improve operational efficiency, and stay competitive in a digital-first world.