While the role of e-commerce continues to change the landscape for both pure-play and brick and mortar channels, savvy retailers are leveraging their physical locations by integrating them with their online experiences. The buy online, pickup in store (BOPIS) revolution is changing the way consumers interact with retailers.
Thriving in today’s dynamic retail environment requires a strategy for successfully executing a BOPIS model. The best place for retailers to start is evaluating their current activities.
Step 1: Evaluate your communication: Make sure you have a thorough and clear communications plan to educate consumers about BOPIS and your specific process. Visibly promote this in-demand service on your website, in the email/text communication with your customer, and with in-store signage. Survey the customer post transaction to identify any pain points they experienced and use the information to improve your process moving forward.
Step 2: Evaluate your team: Make sure your team is ready and armed with what they need to be successful. Develop an internal cross-functional group that will continually review every aspect of the business –fulfillment to IT, and e-commerce to payment processing, to ensure seamless integration with existing systems. Then, invest in quality employee training to ensure compliance with executing the identified best practices.
Step 3: Evaluate your inventory: The success of BOPIS lives and dies with inventory visibility. If you don’t have strong visibility into the availability of items, then your customers don’t either, which makes BOPIS a painful strategy. A fully transparent and integrated system alleviates employee and customer frustration of…