The Edge: Offline Retailers Win with BOPIS
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."
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.