Most shoppers have used and prefer buy online, pick-up in-store and many are now deciding on where to shop based on whether a retailer offers this option or not. Two-thirds of shoppers report that once in-store, they buy additional items. Now more than ever, it’s important for retailers to deliver products to the hands of the consumer where and when they want them. Shoppers want choice and flexibility in how they want their orders fulfilled, and they want to be able to complete their purchases and also make returns quickly and efficiently.
In order to meet their demands, retailers are adopting the buy online, pick up in-store model (BOPIS) and the buy online, return in-store model (BORIS) to compete against Amazon and effectively utilize their physical stores as hubs for fulfillment—ultimately placing the product in the hands of the consumer at a much faster rate. Shopgate’s omnichannel survey demonstrates that 61% of surveyed retailers say BOPIS and BORIS are at the top of their omnichannel plans and investments. And 90% of retailers are expected to offer this option within the next 2 years.
Optimize the Purchasing Process
When it comes to BOPIS, it’s important for retailers to create convenience by enabling customers to complete online purchases in-app, simultaneously selecting the time and store location to pick-up purchased products. They can take it one step further by facilitating the ability for customers to drive up to the store location and pick up purchased products without ever leaving their car. Consumers are crunched for time more than ever before. But, giving shoppers a more seamless experience that allows them to easily purchase products and pick them up the same day, at their convenience, will go a long way in creating lasting consumer loyalty.
Take the Hassle Out of Returns
There is no getting around the fact that consumers are likely to return some of the items purchased online in the store. While retailers often fret during the returns process, creating an easy returns and exchange process for consumers with a BORIS strategy can not only up-level the customer experience, but also create opportunities to upsell. For example, through an in-app BORIS program, shoppers can easily access their purchase history, in-app receipts and simplify the return or exchange process at the customer service counter or self-service kiosk by easily scanning a QR code to receive a refund or exchange an item for a different one. As consumers journey to the store to return a product, this is an opportunity for them to browse inventory and discover new products they may not have thought of purchasing before.
In addition to making the returns process easy, utilizing the power of the mobile app in-store to offer customers a discount on a similar product category or send a push notification highlighting a new product line will continue to drive an elevated customer experience. Think of the returns process as a critical touchpoint to take advantage of consumers heightened attention to create an opportunity to re-engage and upsell. By utilizing the power of push notifications, retailers can create an additional path to purchase experience that increases revenue and boosts shopper retention.
Deliver Omnichannel Fulfillment with Shopgate
Shopgate’s omnichannel fulfillment solutions give retailers the ability to offer consumers multiple ways to fulfill orders, driving in-store traffic and increasing revenue. With the tools offered by Shopgate, consumers can pick which items they want immediately, and which items are worth waiting for, creating even more convenience for your customers.
You can learn more about how Shopgate can help your store offer an easier-than-ever in-store purchase and returns process by downloading our latest report on “The New Rules of Omnichannel Retailing” or scheduling a demo here.
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.