Skip to Main Content

The Edge: Offline Retailers Win with BOPIS

Posted on 11.24.2015

Retailers in the brick-and-mortar space have a real and significant advantage over their pure-play online counterparts - consumers can buy online and pick up in store (let's call it BOPIS).

Footwear retailer DSW, for example, indicated on its quarterly earnings call, that its buy online, pick up in store program accounted for one percent of total sales in October. "The customer reaction was immediate and significant," according to CEO Michel MacDonald, "which proves how much they want and frankly expect these additional capabilities."

 SUBSCRIBE to Website Magazine - 12 Issues FREE

While DSW did not break out its online sales figures, MacDonald revealed that "omnichannel sales" accounted for five percent of the company's overall year-to-date sales, or around $97.4 million.

As consumers increasingly expect and demand an omnichannel experience, is there anything that pure-play online retailers can do to counter the rise in interest (and usage) among consumers of capabilities like BOPIS? Share your thoughts with a comment below.


Today's Top Picks for Our Readers:
Recommended by Recommended by NetLine

Leave Your Comment

Login to Comment

Become a Member

Not already a part of our community?
Sign up to participate in the discussion. It's free and quick.

Sign Up


Leave a comment
    Load more comments
    New code