Retailers will have to adopt all brand touchpoints and focus on the in-store experience as BOPIS and omnichannel transformation continue to revolutionize the industry.

FREMONT, CA: Retail has been disrupted by digital transformation, consumer demands for convenience, and the proliferation of Gen Z purchasing power. The demand for enhanced shopping experiences and human interaction forces retailers to evolve and experiment with technology that enables them to succeed online and offline as digital technology such as chatbots and blockchain.

Fast-growing retailers are investing in innovations that have a direct impact on the consumer experience. With 90 percent of purchases still taking place in-store, omnichannel success depends on retailers' ability to have more human experiences.

For many brick-and-mortar stores, keeping up with complex customer demands has become extremely difficult. Even though the growth of digital seems to indicate a transition from brick-and-mortar but omnichannel trends show otherwise. Almost all customers use BOPIS (buy online, pick up in-store), and most of them admit that they made additional in-store purchases while picking up their online orders.

Microtrips, or shopping trips that last less than five minutes, enable retailers to combine online and offline experiences to improve transaction count and customer retention. The transition to "click-and-mortar" has been difficult, particularly when integrating in-store operations with the flexibility of mobile and e-commerce.

BOPIS policies demand accurate inventory monitoring, a thorough understanding of the customer journey through various touchpoints, and highly trained staff capable of delivering a pleasant shopping experience while also selling customers additional items in-store.

Empowered with technology to ensure in-store execution and monitor omnichannel results, retailers return to a core catalyst for success: well-trained and committed workers who directly impact the human experience. Smart retailers pay close attention to Gen Z's preferences, the first digital-native generation to join the workforce, and their mobile-first learning approach.

On mobile, intuitive execution management systems assist retailers in providing operational and program orders to stores and making training materials accessible in an app that workers can access at any time and from any venue. Teams use the software as a digital guide to handle SOPs and program launches, such as new BOPIS procedures and holiday promo plans.