Nowadays, there is a large, complex network of channels retailers must consider when targeting customers. “Omnichannel retailing,” the ability to interact with and provide products/services to customers on virtually any platform, has become the new industry standard. With so many digital solutions available, consumer trends have shifted away from cost-consciousness and the need for traditional, face-to-face customer service. Instead, there is an overwhelming demand for convenience and near-instant shopping gratification.
Unsurprisingly, internet retailers are capitalizing on this new consumer mindset, while some brick-and-mortar retailers are struggling to stay relevant. After all, how can a physical store compete with the convenience and accessibility of online shopping? What would get customers offline and back into stores?
The answer lies in order fulfillment. While shopping online is convenient, shipping is expensive—for both the customer and the retailer. It is also a time-consuming process.
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