Gartner Research

How Retailers Can Master Buy Online, Pickup in Store

Published: 10 September 2019

ID: G00450348

Analyst(s): Tom Enright


The choice to order online and pick up from a store is rapidly becoming a crucial shopping service for retailers to offer their consumers and drive profitability. This research advises retail supply chain leaders responsible for customer fulfillment how to master this service.

Table Of Contents
  • Key Challenges



  • Accelerate the Maturity of Your BOPIS Offering by Absorbing From More Experienced BOPIS Retailers the Lessons They Have Learned
    • Create a Dedicated Order Collection Area Within the Store
    • Widely Promote the Availability of BOPIS
    • Credit BOPIS Sales to Stores
    • Make BOPIS Faster Than Home Delivery
    • Consider Investment in Order Retrieval Robotics
    • Align Store Assortment to Service All Shopper Journeys
  • Determine the Impact That BOPIS Has on Your Overall Profitability by Analyzing How It Will Impact Three Key Areas
  • Enhance the BOPIS Consumer Experience Through the Resolution of Any Existing Inventory Accuracy Issues in Store
    • Don’t Try to Fix the Whole Business
    • Don’t Just Do the Store
    • Decide Which Product Categories Should Be in Scope
    • Put Your Plan in Place

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