Sugarfina, the luxury candy brand whose Champagne-flavored gummy bears have become ubiquitous treats coveted by fashionistas, influencers and stylish brides, has joined a growing list of retailers enabling buy online, pick up in store (BOPIS) capabilities at its U.S. locations.
The company recently extended its partnership with software giant Adobe—which began a few months prior with the implementation of Adobe Sensei-powered product recommendations—to include store fulfillment.
The service allows customers to place orders via Sugarfina’s website and schedule same-day pickup from one of the retailer’s 16 boutiques. The confectioner is already seeing “tremendous revenue growth” through product recommendations and sees BOPIS as a natural next step.
“Our focus for ecommerce is to deliver a premium guest experience at every touch point. Partnering with Adobe Commerce for our BOPIS strategy allows us to provide a seamless and top-notch omnichannel fulfillment experience,” said Scott LaPorta, CEO of Sugarfina, in a statement. “This technology allows us to stay competitive and meet our ecommerce goals.”
A brand representative also pointed to a new “free shipping timer” on the site for delivery orders, noting that the company has exponentially expanded its wholesale distribution to meet increasing demand. It has also ramped up in-store marketing efforts like QR code activations for SMS signups and “reinvented” its loyalty program.
Ecommerce represents over 34% of Sugarfina’s sales and is reportedly its highest growth channel, according to data from crowdfunding investment platform Start Engine.
Sugarfina’s positioning as a brand offering “attainable luxury” may magnify the appeal of a service like BOPIS, which—in theory—adds a high-end element to the shopping experience in a time when many shoppers and businesses feel other losses incurred by the pandemic.
Both companies touted the benefits of implementing BOPIS, citing the service’s ability to maximize store productivity and boost conversion rates, average order value and customer satisfaction while reducing operating costs in the process.
According to Tory Brunker, senior director of product marketing at Adobe, curbside pickup has so far accounted for 20% of all online orders in 2022 for retailers that offer the service, a number she believes is indicative of the strength of the service as a fulfillment method.
“With more consumers expecting shopping experiences personalized to their individual needs, we are seeing demand for [BOPIS] remaining of interest,” Brunker told Adweek. “We see BOPIS continuing to be an option for shoppers as many have grown accustomed to the additional convenience omnichannel shopping experiences provide. Research also shows this, as a McKinsey and Co. report found that BOPIS will continue to stick around in the post-pandemic world.”
She also noted BOPIS is appealing as it helps customers avoid shipping fees and delays tied to supply chain bottlenecks.
Additionally, Brunker noted the service opens opportunities for innovation.
“Right now, BOPIS makes it easy for merchants to offer multiple pickup options, including curbside and in-store pickup. But there is lots of room for innovation,” she said. “Already, retailers are introducing experiential features to add more value to the pickup process, including order pickup communications, check-in options that notify store associates when a shopper arrives, customer ETA and arrival detection.”
