Buy Online – Return In StoreZach Zalowitz2020-12-01T14:10:39-07:00
Many retailers offer “Return in Store” capabilities, but often this is rudementary, disconnected from a systems standpoint, and full of “friction” to the consumer.
The key to pulling off Buy Online – Return in Store,”BORIS” as it’s called by some, is to have fully integrated POS and OMS solutions centered on real-time view of the order and the original payment tendered at the point of initial sale.
Retailers who implement BORIS capability see:
Increased customer satisfaction.
More repeat customers.
Higher in-store sales (at the point of return, for an exchange)
Reduction in call-volume to call-center, due to clear policies on returns
Reduction in inventory shipped back to DCs and other nodes
Avoidance of returns shipping cost, if policy is for “Free-returns”
of shoppers never buy again after a poor returns experience
of shoppers likely to return after great returns experience
The In-Store Returns Process
Customer Orders on Device
Customers order on desktop, mobile devices or via a store associate on a store selling device.
Order Management System (OMS) Chooses Best Fulfillment Location
Based on availability of the inventory, assocaite/workforce capacity to pick the order and the timing of when the order is sent to the OMS the decision is made to route to a specific store, based on how the rules-engine is configured.
After customer takes possession (for BOPIS) or after it’s shipped to customer (DTC), the payment is tendered for what was able to be fulfilled, the customer is notified of order completion, and finally given a survey to rate the experience.
Customer Receives the Items
The customer receives the items, and the order is completed.
Customer Physically Returns Items to Store
Upon deciding they no longer want what was received, the customer takes the items phyically back to the store and initiatives either a refund or an exchange for the items.
Customer Exchanges Items, or Returns for a Refund
After deciding on whether to return or exchange, the goods are inducted back into the retailers supply chain, the payment reversed if necessary, and order status updated in part or in full to “returned”.
Omnichannel initiatives over the last five years have seen a dramatic uptick in the number of store fulfillment projects to fuel cross-channel commerce. This was apparent at Aptos' annual user conference in Florida during