BORIS Consulting GmbH
A Holistic Approach to Omnichannel Excellence

In the bustling world of e-commerce, where every digital storefront competes for attention, a crucial phenomenon often goes unnoticed—the Ghost Train Effect. Simply put, when a business’ landing page and webshop offers a dazzling spectacle but the key backend processes are left unrealized, consumers can become ‘ghost’ visitors.

The disconnect between a visually appealing front-end and lackluster back-end experiences can cause users to navigate through various pages, view items, and possibly add products to their carts before abandoning the transaction. In some cases, even after successfully placing an order, an inefficient backend experience can leave a dissatisfied brand experience.

This is exactly where BORIS Consulting GmbH comes into the picture.

An acronym for Buy Online Return In Store, it champions a holistic approach, emphasizing that true business value is intricately tied to the level of customer value provided throughout their entire journey. Advocating for a comprehensive perspective that encompasses front- and back-end retail operations, the company ensures customer satisfaction and loyalty.

Based in Hamburg, Germany, the consultancy boasts expertise in eCommerce, digitization, fulfillment, internationalization, omnichannel, and takes over the sales aspects. A pragmatic, data-driven approach sets it apart, driving the company to craft tailored solutions for diverse industries such as fashion, luxury, DIY, and electronics.

“BORIS Consulting is synonymous with omnichannel excellence. Our foundation is firmly rooted in the retail industry, and we specialize in providing cutting-edge omnichannel solutions to businesses of all sizes. We don't just follow industry trends; we anticipate them,” says CEO and Founder, Boris von Brevern.

He believes in a simple yet powerful mantra: "You get what you see." It's not about flashy websites and a seamless checkout process, it's about ensuring the entire journey, from the moment a customer clicks 'buy,' to the delivery at their doorstep, is seamless and memorable.

One of Europe's largest opticians, Fielmann AG’s journey demonstrates how BORIS Consulting's holistic approach is a proven strategy, bridging the digital-physical gap.

As an established powerhouse in the brick-and-mortar retail space, with over 900 stores across multiple countries, Fielmann AG has been unstoppable. However, when the COVID-19 pandemic hit, they recognized the need to adapt and venture into the world of e-commerce. They started by selling cut lenses and sunglasses online, eventually expanding into the challenging realm of reflective glasses.

Unlike shopping at a physical store, the online experience initially offered by Fielmann AG, especially to customers seeking reflective glasses, had glaring gaps. In most cases, consumers weren’t happy that the perfect on-screen product visuals on the website were not being matched by their real-world counterparts. This led to two costly problems, skyrocketing returns and customer dissatisfaction.

BORIS Consulting stepped in to help Fielmann AG better navigate the transition. It presented an elegantly simple solution, opening an omnichannel pathway to synchronize Fielmann AG's extensive network of brick-and-mortar stores with their burgeoning digital experiences.

By setting up a return solution in physical stores, it empowered Fielmann AG’s customers to promptly resolve their problems. For instance, if a consumer couldn't see through the glasses they purchased online, they could visit a local store for rapid assistance. The change in approach ensured happier customers while reducing the costs associated with returns.

A positive effect emerged during this engagement as customers who visited Fielmann AG stores for assistance often ended up making additional purchases. This seamless blending of the online and offline experiences was a game-changer.

BORIS Consulting also recognized the importance of change management and conducted extensive training sessions for store employees, driving an organizational shift for Fielmann AG, from a longstanding brick-and-mortar business to a modern eCommerce ecosystem.

Recognizing that employee buy-in is key to creating a seamless customer experience, especially when addressing the diverse profiles of online and in-store customers, its team prepared on-site personnel to better engage in virtual interactions. With this two-pronged methodology, BORIS Consulting demonstrates that true omnichannel success is about seamlessly integrating technology and human expertise.

As the retail landscape evolves, BORIS Consulting helps businesses successfully navigate changing paradigms by connecting with the consumers’ values, not just to sell products but to present a vision of ideas that resonate with the aspirations of the modern consumer.