6 Common In-Store Fulfillment Challenges (and How to Overcome Them)

Retailers are increasingly turning to their stores to fulfill online orders and offer convenient return options. Fulfillment methods like Buy Online, Pick Up In-Store (BOPIS), Buy Online, Return In-Store (BORIS), and ship-from-store allow retailers to provide flexibility and speed to their customers. However, this shift presents unique challenges for in-store operations. Below, we explore common obstacles and how retailers can overcome them.

1. Maintaining Inventory Accuracy

Accurate inventory visibility is critical for any in-store fulfillment strategy. Whether fulfilling orders for in-store pickup, shipping, or managing returns, inaccurate stock levels can lead to canceled orders, customer dissatisfaction, and strained store operations.

The Fix: Use a centralized system that syncs inventory across all channels and updates in real time. This ensures employees and customers always have an accurate view of what’s available.

2. Balancing In-Store Fulfillment with Traditional Store Operations

Fulfilling online orders from stores introduces new tasks for associates, from picking and packing to handling returns. During busy periods, this can create tension between serving in-store shoppers and completing fulfillment tasks efficiently.

The Fix: Equip associates with tools that streamline their workflows, helping them balance multiple responsibilities. For instance, guided picking routes and clear task prioritization reduce errors and speed up order processing.

3. Managing Space Constraints

Stores were designed for shopping, not order fulfillment. Introducing fulfillment activities like staging pickup orders or processing returns often requires rethinking how space is utilized. Crowded aisles and cluttered backrooms can negatively impact efficiency and the customer experience.

The Fix: Allocate designated areas for fulfillment activities, such as staging pickup orders or handling returns. Clear workflows and optimized use of available space can help avoid disruptions to in-store shoppers.

4. Meeting Customer Expectations for Speed and Accuracy

Customers leveraging options like BOPIS expect orders to be ready quickly and accurately. Similarly, BORIS customers want seamless return experiences that feel consistent with the online brand experience. Failing to meet these expectations can damage customer trust.

The Fix: Implement systems that provide real-time updates to customers on their order or return status. Streamlined workflows help associates complete tasks quickly while maintaining accuracy, enhancing the customer experience.

5. Training Associates for Fulfillment Tasks

Store associates are often hired for customer service roles, but in-store fulfillment requires them to take on new responsibilities like picking orders, packing items for shipment, and processing returns. Without proper tools or training, these added tasks can become overwhelming.

The Fix: Invest in intuitive tools that guide associates through each step of the process, reducing the learning curve and improving accuracy. Regular training ensures associates are confident and efficient in their roles.

6. Managing Disconnected Systems

Without a centralized system for managing inventory, orders, and returns, many companies rely on disconnected tools that don’t communicate effectively. This can result in inefficiencies like incorrect stock updates, misplaced orders, and delayed customer notifications.

The Fix: An order management system (OMS) with in-store fulfillment capabilities creates a unified process by integrating with eCommerce, POS, and other systems. This ensures accurate inventory, streamlined operations, and alignment across all teams and tools.

Simplifying In-Store Fulfillment with Store Center

Handling BOPIS, BORIS, and ship-from-store fulfillment doesn’t have to be overwhelming. Deck Commerce’s Store Center simplifies the process by:

• Providing real-time inventory visibility to support accurate fulfillment.
• Streamlining workflows for picking, packing, shipping, and processing returns.
• Empowering associates with user-friendly tools to handle multiple tasks efficiently.

With tools like Store Center, retailers can enhance operational efficiency, improve customer satisfaction, and make the most of their physical stores as fulfillment hubs.