Retail is no longer about being online or in-store—it’s about being everywhere, all at once, and making it look easy. Today’s shoppers don’t think in terms of channels. They just want what they want, when and how they want it. That’s why omnichannel fulfillment has moved from a competitive advantage to a necessity. But it’s not enough to offer options—you need the right ones, backed by strategy, technology, and an understanding of how people actually shop. Let’s look at the top areas where strategy meets execution, and how your business can apply the same thinking.
Account for the Hidden Costs That Eat Into Profit
Let’s start with something most ecommerce businesses don’t like to talk about—what they’re actually spending behind the scenes. It’s easy to celebrate a spike in online sales, but much harder to admit that after you factor in warehousing, shipping, returns, packaging, and platform fees, the margins might be thinner than expected. Many hidden costs in ecommerce can quietly erode profits if left unchecked.
To stay competitive and profitable, retailers must be hyper-aware of these operational expenses. That means looking beyond sticker prices and flashy revenue numbers to understand fulfillment fees, inefficient processes, and manual errors that pile up over time. The solution isn’t always slashing costs, but rather optimizing the workflow—consolidating shipping zones, automating inventory tracking, and investing in smarter tools that pay for themselves in efficiency gains.
Smart Lockers are Making BOPIS Faster, Safer, and More Efficient
Nowhere is the future of retail more obvious than in the parking lot. BOPIS, or Buy Online and Pick Up In Store has become a long-term strategy, and it’s evolving fast. Leading the charge are smart lockers, which have transformed the pickup experience into something more secure, convenient, and scalable.
Instead of waiting in line or coordinating with staff, customers can retrieve their orders from a locker with a code or app notification—on their schedule, not the store’s. This not only frees up employee time but also reduces friction in the transaction, making the entire process feel smoother and more professional. Smart lockers are designed to seamlessly integrate with retail systems, helping to track orders, reduce errors, and speed up fulfillment without compromising service quality.
The real win here is consistency. Whether a customer shops at a suburban location or in the middle of a city, they get the same reliable pickup process.
Preparing In-Store Inventory Systems for Omnichannel Pressure
It’s one thing to promise BOPIS. It’s another thing entirely to have the right item ready when the customer walks through the door. The weak link in many omnichannel chains is the in-store inventory system. When stock data lags or isn’t updated in real time, shoppers get frustrated. A missed pickup window here, an out-of-stock notification there—and suddenly, trust begins to slip.
Retailers that are winning in this space are investing in systems that provide real-time inventory visibility across all channels. That means knowing exactly what’s available in each location, being able to shift inventory between stores quickly, and ensuring that staff can access the same data customers see online.
Automation Supports Faster Fulfillment Without Losing the Human Touch
Speed matters. But in the race to fulfill faster, there’s always a risk of making the process feel impersonal. The challenge isn’t choosing between automation and service—it’s knowing how to blend them effectively.
Retailers constantly turn to automation to streamline tasks like picking, packing, and routing. Automated order management systems can cut down on human error, while robotic systems in warehouses can prep multiple orders in record time. This makes it easier to meet tight delivery windows, fulfill high order volumes, and reduce labor pressure during peak seasons.
But smart retailers know automation doesn’t replace people—it supports them. Associates still play a critical role in quality control, customer interaction, and problem solving. When automation handles the repetitive tasks, staff can focus on what people do best: ensuring customers feel heard, valued, and taken care of.
The Role of Returns Management in Fulfillment Strategy
Returns aren’t the opposite of success—they’re part of the process. In fact, how a business handles returns can say as much about its service quality as the original delivery. Yet many retailers treat returns as an afterthought, missing a critical chance to enhance the customer experience and improve operations.
The best fulfillment strategies include returns from the start. That means offering clear return policies, preprinted labels, and—most importantly—multiple return options. Some customers want to ship items back, others prefer to return in-store. Giving people flexibility reduces friction and increases the likelihood they’ll shop again, even after a return.
From a backend perspective, retailers can use returns data to identify product issues, improve packaging, or adjust sizing guides. And with the right tools in place, returned inventory can be processed faster and restocked sooner, minimizing loss and keeping shelves full.
