The BOPIS trend is picking up

Anne Field

Looks at how BOPIS (buy online, pickup in-store) has evolved in recent times and the brands that have best adopted this purchase method.

Several years ago, as brick-and-mortar retailers searched for ways to remain relevant in these tech-centric times, some forward-looking marketers experimented with combining online and in-store shopping. One method, called "buy online, pickup in-store" (BOPIS), allowed consumers to purchase products via their phones or computers, then get the merchandise in person at a store. Customers were often disappointed, however, as retailers discovered that making BOPIS work involved a variety of logistical and marketing challenges.

But more recently, some big box stores, grocery chains, and other retailers have stepped up their BOPIS game, tinkering with the formula and finding greater success. These...

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