In a world where the digital and the physical are intertwined, consumers are demanding ever more integrated shopping experiences. Two concepts are gaining ground: BOPIS (Buy Online Pick up in Store) and BORIS (Buy Online Return in Store). Find out in this article why omnichannel strategies are gaining in popularity, and how they can transform the customer experience while optimizing business operations.
As consumers increasingly turn to online platforms for their purchases, they are also demanding more integrated shopping experiences, combining the best of the digital and physical worlds.
In this changing context, e-businesses are constantly looking for ways to remain competitive while meeting their customers’ needs. Among the emerging strategies, two concepts are rapidly gaining in popularity: BOPIS (Buy Online Pick up in Store) and BORIS (Buy Online Return in Store). But what makes these methods so relevant to today’s businesses, and how can they be effectively integrated to optimize operations and maximize customer satisfaction?
Definition: Buy Online Pick up in Store (BOPIS)
In practice, BOPIS allows customers to order a product via a retailer’s website or mobile app, then collect it from a physical store. Consumers appreciate this model because it offers both the speed and convenience of online shopping, while eliminating the time and expense associated with home delivery.
What’s more, BOPIS offers appreciable flexibility for the customer. For example, with real-time visibility of store inventory, a customer can choose the time and place of collection that suits him best. But how exactly does it work? Once a customer places an order online, two scenarios emerge:
- If the product is available in the store, an employee prepares the order for the customer, who then receives notification that the order is ready for collection.
- If the product is not in stock in the store, it can be ordered from another site or warehouse. Once the item arrives, the customer is informed and can collect it.
This model, known to some as“Click & Collect“, benefits both the consumer, who gains in flexibility, and the retailer, who can generate additional traffic in-store. After all, it’s not uncommon for customers to make additional purchases on the spot.
Definition: Buy online return in store (BORIS)
If BOPIS is about buying, BORIS is about returning. An acronym for “Buy Online Return in Store”, it offers unrivalled flexibility to today’s consumers. It’s a practice that allows customers to return items ordered online directly to the store. By integrating this approach, retailers offer a truly omnichannel customer experience, merging the digital and the physical.
For many retailers, this is a major advantage over web-based“pure players”. The latter, being exclusively online, can only offer returns by post, often perceived as more complex or less reassuring. On the contrary, with BORIS, customers are assured of a simplified and straightforward returns procedure, since they can interact face-to-face with a member of the store team. This reinforces trust and commitment to your brand.
For this method, the process is fairly simple and intuitive. If, for whatever reason, the item ordered does not meet the customer’s expectations, he or she can consider a return. Rather than sending the product back by post, the customer has the opportunity to notify their intention to return via the website or a dedicated app. This step ensures that your store is prepared to receive the return. Next, the customer simply visits your nearest store with the item and proof of purchase. There, one of your staff checks the merchandise and handles the refund or offers an exchange, making the returns experience as smooth as possible for your customers.
BOPIS and BORIS: the advantages
The rapid evolution of commerce has led to the emergence of models such as BOPIS and BORIS. These omnichannel strategies have proven their effectiveness in strengthening relationships between retailers and customers. But what exactly are their benefits?
Significant reduction in transport costs
One of the major benefits of BOPIS and BORIS is the minimization of transportation-related expenses. By transferring responsibility for the move to the customer, you not only reduce shipping and return costs, you also contribute to a smaller carbon footprint. A saving for you, an ecological approach for the planet.
Boosting in-store traffic and cross-selling opportunities
The central role of the physical store in these models leads to an increase in in-store traffic. This dynamic encourages additional sales. On average, when a product is picked up in Click & Collect mode, cross-selling potential ranges from 10 to 20%. For in-store returns, this figure rises to 30%. The product’s prominence, the human contact and the sales assistant’s advice all contribute to these additional sales.
Optimized and cost-effective returns process
With online return rates fluctuating between 20% and 30%, BORIS offers an effective alternative. By making the process easier for the customer, you can speed up the reimbursement process and optimize the restocking of items, thereby boosting your sales opportunities. What’s more, the in-store return is an additional opportunity to interact with the customer, and potentially steer them towards other products.
Adapting to modern consumer expectations
Today’s consumers are hyper-connected, demanding and looking for fast solutions adapted to their lifestyles. BOPIS and BORIS are part of this trend, offering a seamless omnichannel experience. These fast, useful services meet today’s expectations while offering added value, differentiating your company from the competition.
How do I set up BOPIS and BORIS?
To successfully merge online shopping with the physical in-store experience, an omnichannel approach is essential.
The central element of this transformation is OMS, a SaaS solution that positions itself as the hub of omnichannel commerce. Its main mission? To bring together in one place all your inventory, whether it comes from stores, warehouses, suppliers or even future stock forecasts. Centralized in this way, this information enables omnichannel services such as BOPIS and BORIS to be offered smoothly and efficiently. What’s more, thanks to its adjustable orchestration rules, OMS makes it possible to prioritize, for example, online orders from stores closest to the customer and with items in stock.
Beyond the technology, it’s essential to ensure that your staff are up to the challenge. Their training shouldn’t be limited to mastering OMS. When customers come into the store to pick up or return products, it’s a golden opportunity to develop your sales. By equipping your sales staff with cross-sell or upsell techniques, you maximize the chances of converting these interactions into additional sales.
Master BOPIS and BORIS with OMS de Shippingbo
By combining the online world with the in-store experience, BOPIS and BORIS are positioned as key strategies for adapting to new shopping behaviors. These omnichannel approaches strengthen customer loyalty while offering a fluid, personalized shopping experience.
The importance of a robust OMS for inventory centralization and order orchestration is undeniable, as is the added value of a well-trained, specialized team. At Shippingbo, we understand these challenges and offer you an OMS designed to meet precisely these needs. Don’t miss this opportunity to improve and optimize your supply chain. If you are interested in adopting these methods, or if you have any questions about our OMS, contact one of our experts for personalized support and answers tailored to your concerns.
Discover how to use BOPIS and BORIS to deliver a seamless omnichannel experience to your customers:
