Retailigence | Convenience Crucial This Holiday: BOPIS, Buy Buttons, and Better Inventory
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02 Dec Convenience Crucial This Holiday: BOPIS, Buy Buttons, and Better Inventory

A top priority for brand manufacturers and retailers this holiday season is customer convenience – providing shoppers with the ability to purchase and collect items where, when, and how it’s most convenient to them. To meet this challenge head on, brands and retailers are requiring fewer steps along the shoppers’ path-to-purchase: reducing clicks and form fields, and arming consumers with detailed inventory, pricing and location information across channels.

One trend making headlines this year is BOPIS, or retailers offering shoppers the convenience to Buy Online and Pick-Up In Store (BOPIS), which eliminates wait time in check-out lines and shipping fees. A recent study by parago found 54% of shoppers already BOPIS a few times a year. Amazon’s 1-Click Ordering is another great example of how e-commerce retailers are successfully shortening the path-to-purchase; in just one click, the purchase is completed and on it’s way!

Brands and retailers are also simplifying the purchase path for consumers through advertisements. As 75% of retail users notice mobile ads, and 21% of smartphone and tablet users click on these ads, smart brands are using detailed hyperlocal mobile ads to facilitate the shoppers’ path-to-purchase. Armed with detailed inventory, pricing, and location information from Retailigence, hyperlocal mobile ads make it easy for shoppers to find the products they want at the nearest brick-and-mortar store; like BOPIS, this kind of data provides shoppers with the information they need to eliminate wait time and shipping costs.

For instance, a proximity or location-based mobile ad can contain a product, the retailer where the product can be found, the retailer’s address and a small map with the retailer’s location, which all together make it very easy for a shopper to find and buy a product.

Moreover, social giants Twitter and Facebook are forging their way into commerce, and in turn into this age of convenience, by testing ‘Buy’ buttons. These ‘Buy’ buttons allow consumers to effortlessly purchase items without even leaving their favorite social platform. Writer and editor at MediaPost Laurie Sullivan, recently entertained the rumor of a Google ‘Buy’ button in ads and in search results. Sullivan says that for consumers, in addition to reducing the number of clicks,

“a buy button in search results would make it easier to purchase content, give Google more information about the consumer to retarget and cross target products, and eliminate the need to reenter credit card information to make the purchase.”

While BOPIS, proximity mobile ads, social commerce, and a likely Google ‘Buy’ button are offering consumers efficiencies to make finding, purchasing, and collecting items quick and easy, without accurate retailer inventory none of these customer conveniences are possible. To meet customer expectations this holiday season, brands and retailers will be armed with accurate inventory to ease and expedite the shoppers’ purchase path.

To find out how real-time product location data facilitates this transition from consumer impulse to consumption, visit Retailigence at

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