Buy Online, Pickup in Store: Evaluating an Omnichannel Intervention in Retail
In October 2018, fashion, wellness, and beauty retailer Sylvarella implemented a Buy Online, Pickup in Store (BOPS) program in an attempt to counteract a sales decline. While BOPS had the potential to meet customer expectations for a seamless order and fulfillment experience, it also posed operational and financial risks. After six months, CEO Sylvia Coparella decided to meet with her vice president (VP) of store operations and VP of e-commerce to evaluate the impact that the program had on their respective departments, as well as the impact to the store overall. Coparella must decide whether to continue the program, continue the program with significant changes, or discontinue the program and instead adopt a different omnichannel retail model.