Today’s consumers expect to have a menu of options to select from when it comes to shopping, and retailers can no longer afford to not provide a variety of choices for shoppers to obtain their products. Let’s face it - Amazon set the convenience standard long ago and big box retailers such as Target and Walmart have followed suit, creating the expectation that fulfillment choice is a core element of the shopping experience.
As retailers look to deliver on their promise of fulfillment choice, they have the opportunity to delight their customers through three key fulfillment options that not only drive in-store traffic but also create ultimate convenience: BOPIS, ROPIS and BORIS.
Capture the Online Sale with BOPIS
Through a BOPIS, or “buy online, pick up in-store,” strategy, retailers can instantly give their shoppers the option to buy online as they browse the retailer’s app, enjoying the benefit of increasing online orders while also planning for additional in-store upsell opportunities.
For example, by utilizing their current in-store network as a fulfillment hub through BOPIS, retailers can offer consumers the product they are in search of at the nearest location to them, without succumbing to the cost of shipping charges. Ensuring the retailer has real-time inventory visibility capabilities will be key to making their BOPIS strategy a success.
As consumers come into the store to retrieve their BOPIS purchases, retailers need to consider how the customer will receive their product, i.e. will they look to have the consumer walk toward the cash register or pick up the items from a locker? This is an opportunity for retailers to utilize the increased foot traffic to improve their customer experience, and maximizing the store layout will be key.
Take “Choice” One Step Further with ROPIS
ROPIS, also known as “reserve online, pick up in-store,” is another fulfillment option that retailers should be taking advantage of to increase sales and drive customer loyalty. Instead of customers paying for the item before picking up in store via BOPIS, ROPIS allows shoppers to first reserve the item online to view or try it in person before deciding to complete the transaction. The items are put on hold, ready for when the customer goes into the store to take a look without having to search the aisles. Not only does this remove potential friction by avoiding a long checkout process, but it also avoids unnecessary returns, wasting valuable time and money.
Retailers can utilize ROPIS to drive more in-store traffic by allowing the customer to feel assured about the product they are purchasing given that they will have the ability to “try it before they buy it.” As well, if utilized correctly, retailers gain the ability to drive additional product purchases by taking advantage of the customer’s presence at the store.
Remove Friction with BORIS
In today’s era of online shopping, consumers are known to buy multiple sizes, colors and models of a particular product in order to pick the one they like the most from the comfort of their home. Therefore, online shopping tends to lead to increased returns. However, savvy retailers today know that facilitating the returns process through a BORIS (buy online, return in-store) strategy can create an additional customer experience touchpoint and opportunity to facilitate an exchange or new sale.
When it comes to a facilitated BORIS process, the customer should be able to easily access their purchase history within the app and clearly understand the next steps for returning a product in the store. To make the returns process as smooth as possible, retailers can use their app to easily pinpoint which store is closest to the shopper for easy access. As well, should the shopper be looking to make an exchange for a different size or color, the app should confirm that the additional options they are looking for are available at that particular store. Once at the store, the returns process should be easily facilitated by having the shopper pull up their information to quickly scan and return the item. The app can even make recommendations of related products the shopper may be interested in purchasing while at the store.
Shopgate Helps BOPIS, ROPIS and BORIS Come to Life
The Shopgate advantage is the ability for retailers to remove the complexity and risk from large and elaborate IT intersection and operational assumptions. With Shopgate, retailers can offer BOPIS, ROPIS and BORIS experiences, delighting and exciting their customers.
Ready to bring your BOPIS, ROPIS and BORIS capabilities to life? Book a meeting today.
Author: Casey Gannon
Vice President of Marketing | Casey is an experienced tech marketer, driven to develop marketing strategies that blend traditional techniques with emerging technology. With over ten years of experience in mobile, she believes that mobile apps are the modern solution in helping retailers directly connect with and impact consumers. When she's not looking ahead to the next opportunity, Casey is a busy mom, soccer player and adjunct professor at her alma mater, St. Edward's University.