Will Call Pickup vs BOPIS and Curbside: Which Pickup Method Fits Your Operation?

Will Call Pickup A pickup arrangement where purchased goods are held at a facility for collection by the buyer or an authorized party. It overlaps with other customer-collection models but differs in intent, control, and typical user profile.

Comparing will call to BOPIS (Buy Online, Pick Up In Store) and curbside pickup helps warehouses, retailers, and 3PLs choose the right collection model for cost, speed, and customer experience. Each model shifts responsibilities between the merchant, carrier, and customer and affects space allocation, staffing, and technology needs.

Primary Differences At A Glance

• Customer Type: Will call is common in B2B and trade customers; BOPIS targets retail shoppers; curbside serves consumers wanting minimal contact and rapid turnaround.
• Location: Will call typically happens at a warehouse or distribution center; BOPIS happens at retail outlets; curbside occurs at store entrances or designated curb zones.
• Service Level: Will call may involve heavy goods and scheduled dock appointments; BOPIS focuses on small orders and fast handoff; curbside emphasizes speed and convenience without store entry.

How Costs And Infrastructure Differ

Will call reduces parcel and last-mile carrier costs because the customer provides transport, but it requires warehouse staging areas, loading equipment, and potentially appointment scheduling systems. BOPIS shifts fulfillment into retail systems and requires point-of-sale and inventory synchronization between store and ecommerce channels. Curbside needs dedicated parking spaces, staff to meet vehicles, and mobile check-in capabilities.

Regulatory And Security Considerations

Security for will call often needs to be stricter when high-value or regulated goods are involved: identity checks, signed manifests, and controlled access to the facility. Retail BOPIS generally uses receipt or order confirmation codes and store staff verification. Curbside prioritizes quick visual verification and may accept digital proof of purchase or ID depending on the retailer's risk tolerance.

When To Choose Each Option

• Will Call: Favor when customers have their own transport, orders are large or palletized, or when reducing carrier spend matters more than in-person convenience.
• BOPIS: Choose when you need to convert online demand into in-store traffic and have inventory synchronized across channels.
• Curbside: Use for speed, low touch, and high customer convenience when staff can load orders quickly and parking/space is available.

Operational Impacts For Warehouses And Retailers

Implementing will call requires loading docks accessible to customer vehicles, secure holding zones, and trained staff for verification and loading. BOPIS requires point-of-sale integration and likely dedicated pickup counters within stores. Curbside needs communication tools (SMS, apps) for customer arrival notifications and staff workflows for near-immediate handoff.

Practical Example: Choosing For A Regional Distributor

A regional plumbing distributor evaluated pickup models. Contractors preferred will call because they collected large palletized loads with company trucks and required scheduled dock time. The distributor kept BOPIS for its retail storefront where homeowners bought small items and added curbside during peak seasons to reduce in-store congestion. This hybrid approach reduced carrier spend while improving customer satisfaction across segments.

Tips For Transitioning Between Models

• Segment Customers: Match pickup methods to customer type and order profile — do not force one model on all buyers.
• Integrate Systems: Ensure WMS and POS platforms communicate order status so parked orders are not double-picked or accidentally shipped.
• Train Staff: Different handoff methods require different verification and loading skills; cross-train to maintain flexibility.
• Monitor Metrics: Track pickup wait time, loading time, and error rates to determine which model yields the best ROI.

In short, the Will Call Pickup option is a held-for-collection arrangement where the buyer or an authorized party retrieves goods from a facility. It contrasts with BOPIS and curbside in customer profile, infrastructure needs, and cost allocation; choosing the right model depends on order size, customer expectations, and your operational footprint.