According to the newest statistics from Forester research, online sales are expected to grow 13% year-over-year, which is five times faster than the projected offline growth of brick and mortar stores.
What do brick-and-mortar stores need to do to appeal to us, the spoiled customers, to keep us visiting them? The biggest trend I’m starting to see is the omnichannel fulfillment model — the ability to fulfill orders from all sales channels — across all fulfillment channels, including an in-store pick up option for consumers.
When done correctly, BOPIS (buy online, pick up in-store) plays a huge role in retail success. It is a valuable omnichannel experience that encourages shopping across channels and benefits both retailers and shoppers. The benefit for the consumer is that they skip the shipping wait time and pick up their orders in store. And for the retailer the benefit is the consumer can be upsold on additional related items.
If retailers are making good use of their customer data, customers should be getting a bounce back coupon driving them back into the store to shop for other items. On a side note, we focus on this type of stuff at AGS, so if you need an onmichannel partner to create a personalized experience utilizing variable data coupons, I can help.
Retail stores must think of themselves as a fulfillment solution, not just a shopping location, and they must offer cheaper, more convenient delivery options. It’s the only way they’ll be able to keep up with Amazon and other mega retailers.
What do you think? Leave me a comment.
Image courtesy of searchengineland.com.