The importance of omni-channel are clear, either you connect your web and physical presence or you will be left in the dust. More and more customers are ordering with their mobile devices or their web browsers and opting to pick up the product from the store.
Adobe reports that BOPIS orders — buy online, pick up in store — were up 73 percent from Thursday to Friday this year for Black Friday – link
Incentivizing customers to come into the store opens them up to make additional purchases or take advantage of in store discounts.
According to the International Council of Shopping Centers, among consumers who utilized BOPIS, 64 percent made an additional in-store purchase. – link
Brendon Witcher, Vice President and Principal Analyst with Forrester Research says “It’s more than just buy online, pick up in store — engagement, fulfillment, product and price all sit on an omni-channel view” (link). Having the data connected for both online and brick and mortar stores is key to an omni-channel experience. Knowing inventory visibility for each store along with common pricing is a must for shoppers to be able to select a store for pickup for a particular product. Forrester now estimates that 53% of all purchase decisions are digitally influenced (link).
Having your store associates equipped with a device to easily find products for customers is also essential in an omni-channel world. Walmart, for example, recently announced the rollout of a new app for store associates that allows customers to order and pay for items from the retailer’s online shopping site while in brick-and-mortar stores (link).
Still not convinced? Check out the brick-and-mortar stores that have closed recently or are currently on their last leg. We are continuously hearing about retailers in trouble and it’s usually the ones that have not mastered omni-channel and in many cases just their web and mobile presence alone are not up to par. I will leave you with this article from Forbes, the title says it all: