The relentless rise of digital platforms has upended traditional retail, keeping even the most formidable competitors in a constant state of innovation. E-commerce has served as both the disease and the cure for retailers. While digital diverts traffic away from stores, elsewhere it gives retailers the chance to create a unified commerce experience, feeding consumers’ needs for on-demand, channel-agnostic shopping. Retailers are trying to spin their costly real estate into a competitive advantage through buy online, pickup in store (BOPIS). However, these capabilities don’t guarantee consumer uptake without proper investments in digital media campaigns.