Brick-and-mortar retailers that know how to leverage physical space to optimize e-commerce sales are winning the race in meeting the needs of technology savvy shoppers.
While the company's e-commerce business has grown from approximately
Kiosks enable the 'endless aisle'
"Having an endless aisle of merchandise available in our stores via the kiosks allows our customers to find what they are looking for, regardless of whether it is physically available in our store or available online through our kiosks,"
"We offer our customers the breadth of our full e-commerce assortment, coupled with the service levels of a retail store environment, knowledgeable store associates, and expert advice on product fit and function," Hazen said. "Customers in our stores can access millions of items in our e-commerce warehouse inventory as well as the inventory of our larger third party vendors, purchase these items in store, and ship to either the store or their home."
E-commerce orders are delivered from a dedicated fulfillment center in
Boot Barn taps Elo's technology
The retailer implemented analytics in order to track, at the individual store level, how the screens are being used, said Chikhani. The retailer has found that customers spend 25% more time browsing products on Elo screens than before.
"This demonstrates that shoppers enjoy both the interactivity and being inspired on the larger screen while they shop, and that the experience encourages further discovery," he said.
"They (the kiosks) have really become the digital hub for our omnichannel experience," Hazen said. "Any new digital experiences we build for the customer will live in the hub."
Returns stimulate new sales
The digital hub also includes the option to return merchandise to stores that was purchased online, which Hazen refers to as "BORIS." With the winter holiday season approaching, BORIS will play an important role, not only in allowing customers to return items, but to purchase more items.
"Customers who make returns in our stores often make an additional purchase," Hazen said. "More than two thirds of last year's holiday returns for bootbarn.com were done in store. BORIS offers our customers flexibility to return their online orders in their local store."
"We believe that both of these initiatives (BOPIS and BORIS) have been a benefit to
"One of the best parts about the kiosk is the versatility it provides," Chikhani said. "In addition to helping customers find what's available in store,
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