Buy-Online-and-Pick-up-In-Store: Review and Insights from Adopting a Cross-Channel Strategy

Informações

Código: MKT979
Divisão: MKT - Marketing
Tema de Interesse: Tema 11 - Gestão do Varejo e de Canais de Marketing

Autores

Isadora Gasparin (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul) isa.gasparin@gmail.com
Juliana Birkan Azevedo (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul) jbirkanazevedo@gmail.com
Luiz Antonio Slongo (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul) laslongo@ea.ufrgs.br

Resumo

Retailers from all over the world have recently adopted a strategy that allows customers to order and pay using the online channel, and then to choose a physical store to collect the product after a few hours or even minutes. Buy-Online-and-Pick-up-in-Store (BOPS) or Click-and-Collect is the main strategy within cross-channel retailing and, since it enables interaction between channels, it can be considered a middle ground between the siloed multi- and the seamless omnichannel retailing. In order to highlight outcomes of BOPS adoption, this paper presents a literature review and a content-analysis. Four main topics are discussed: new roles for physical stores, adoption by customers, impacts for retailers and variations of the strategy. Furthermore, questions for future studies are suggested.

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