Introduction

© 2015 i95dev

Convenience lies at the core of the evolving buyer behavior (read Omni-channel shoppers)

• The option of buying online and picking up the delivery in a brick and mortar store.

• Makes use of a “ customer s impatience” to positively impact the company costs.

• Brick and mortar pick up stores to slowly evolve into brand fulfillment centers handling customer service as well.

Consider these-

• Amazon opened its first brick and mortar store way back in Feb 2015.

• Since then there are more than a dozen new stores.

• A step ahead now amazon has also launched a “ locker “service in pick up locations for users to retrieve packages by means of entering a unique code.

Buy online pick up is a win-win for retailers and buyers

BOPS brings customers the best of both worlds- online and offline. Brings about quicker sales cycle- purchase is simply carried out online and product

picked up in the store No more hassle of delivery charges or delays in shipment. Returns are better managed Cross selling and up selling ambitions are realized sooner. It plays to the emotional “connect” aspect of a shopper, which is generally

established during a visit to the physical store. Offers the brand an opportunity to better engage with buyers in-store.

Benefits of BOPIS

Step 1- Integrate your systems

A customer visits your e- store makes buy and opts to pick the order from one of the retail outlets (if there are more than one), visits the retail outlet to pick up product. For this you must ensure-• The product/ inventory information is transferred from retail locations to the e-

commerce store (if you are selling the inventory in your brick-and-motor store online),

• The customer and order information is transferred to the retail location,• These items are available in stock at the retail location (it is important to ensure

that either the inventory is blocked at the physical location or is delivered on time from the warehouse to the physical location), and more.

• For this process to work seamlessly business must ensure that the e-commerce store and brick-and-motor stores are integrated.

5 step approach to BOPIS

Step 2 - Set up clear policies and processes

While you offer the flexibility to BOPS to your customers, ensure that the customer experience is consistent on both the channels. Revisit policies and procedures; define clear guidelines about the BOPS process, do you allow returns and if yes how are returns handled, what will you do with returns; how will sales commissions be handled, etc.

Step 3 - Train your resources

The experience derived by the shopper in the store is the defining moment for his loyalty. Train store representatives to align with processes, to leverage the cross-selling and up-selling opportunity, etc. During holiday season buyers leveraging BOPS might be higher - this might require you to scale up efforts for smoother operation.

5 step approach to BOPIS

Step 4 - Physical store format

Revisit store format to accommodate these hybrid purchase models of online shopping and in-store pickup services. While disconnected in-store and e-store models are straightforward and require minimal investment in renovations, BOPS might require you to make some changes – depending the order volume you might have to offer drive-thru, kiosk or curbside pickup options. Remember – that the customer does not lose connect with the “brand”.

Step 5 -Be prepared to switch back

In-store pickup demands frequent analysis and a close eye on numbers. With the growth of service volume, the staffing and other needs will climb and processes will need reviews from time to time.

Stay prepared to beat yourself at this game.

5 step approach to BOPIS

The customers dictate terms in the shopping experience they wish to experience today. Ensure that you completely aware of the economics of different kinds of fulfillment methods and their impact on customer satisfaction.

Contact i95Dev to integrate your Magento e-commerce and POS systems and take advantage of the BOPIS opportunity and much more.

Conclusion

For more information

Visit : www.i95Dev.comE-mail : info@i95Dev.com

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