Managing the Demands BOPIS Puts on Store Labor
The advent of "buy online, pick up in store" (BOPIS, a.k.a, "click and collect") shopping is giving many brick-and-mortar retailers a way to reclaim precious market share, while at the same time driving up store visits. As more consumers embrace the opportunity to pick up online orders at the nearest store, retailers that can efficiently provide this emerging in-store fulfillment option gain a clear strategic advantage. But making good on the promise to fulfill BOPIS orders quickly is easier said than done. Customers who choose this option typically want to retrieve their purchases within a few hours after placing their order. To meet this service level expectation, retailers must be prepared to execute a new set of demanding tasks that are typically performed by existing store associates.
The increased challenge to the labor force stems from the nature of the in-store fulfillment process. In the traditional shopping paradigm, customers traverse a store and fill their shopping carts with the products of their choice, and then proceed to a check-out line. In the click-and-collect scenario, it's the store associates who must now retrieve these items scattered throughout the store - without adding hours to their shift or hikes in the store's budget by hiring additional labor. This underlying change and the need for increased order fulfillment efficiencies are the reasons why retailers are seeking ways to optimize BOPIS order processing and fulfillment.
It's not enough to simply offer the option of click and collect; it must also be profitable for the retailer. Here are three tools that are proven to be effective in warehouse order fulfillment that will make in-store order fulfillment profitable by improving the efficiency and accuracy of existing labor resources:
- Voice-based task engine - Voice solutions have a lot to offer stores moving to a BOPIS model. With very little time, new or temporary store associates can quickly be trained to use the system nearly as efficiently as an experienced associate. Voice direction allows eyes-up, hands-free operation, so staff can still provide in-store customer service as they fulfill BOPIS orders. Voice-directed task engines calculate the proper level of resources needed to fulfill existing orders, while capturing real-time transactional updates to ensure inventory accuracy by validating each item picked.
- Optimized picking sequences / batching orders - With labor management software (LMS), optimal picking travel paths through the store are identified and used to direct store associates on the most efficient picking sequence. As orders come in, items can be batched to leverage economies of scale where appropriate. The result is greatly reduced foot-travel time and a more predictable order fulfillment process that ensures customer service level agreements are met.
- Labor planning - LMS also enables a more accurate planning process that evolves as your staff becomes more efficient. Retailers can precisely staff areas for optimized resource usage, deploying only the necessary workforce required to meet the demand. Ongoing labor performance data is captured and fed back into the system to improve forecasting and the predictability of the fulfillment process.
To learn more about how voice and LMS can combine to help retailers add BOPIS to their omnichannel fulfillment strategy, please visit the Store Solutions section of our website.