Covid-19 accelerated omnichannel shopping trends, such as BOPIS (buy-online-pickup-in-store) and BORIS (buy-online-return-in-store). Now retailers need to have a deep understanding of those consumer omnichannel purchase and return behaviors. Case in point, shopping data suggests that some items have a much higher return rate when they are purchased online and shipped versus being purchased or picked up in the store. Savvy retailers should find ways to encourage store visits to lower online delivery costs and use the opportunity to deliver a …
Returns: The Next Great Marketing Channel
Returns are a necessary component of the consumer journey. But returns don’t have to be harmful to the retailer, especially if they can be used to learn more about your shoppers, better meet their needs, and ultimately improve the consumer relationship. An effective marketing technique is to treat the return transaction as a marketing channel. This strategy can work for omnichannel, ecommerce, and in-store returns. Intelligent incentives at the point of return (whether in-store or via live agent support) can yield better insights, stronger …