Is BOPIS innovation going to save the legacy store?

According to JDA’s latest annual Consumer Survey Report BOPIS (buy online, pickup in store) might well help “save” the brick-and-mortar store. With 55% of shoppers still preferring to shop in store over other channels omnichannel retail approaches look to be key for multi-channel retail survival.

With last-mile delivery still a significant hurdle, we’ve explored the different ways retailers are merging online fulfilment and offline locations.

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Walmart has been rapidly rolling out a number of omnichannel retail fulfilment methods, most recently the superstore has built a giant vending machine in the middle of the car park, making it easier for customers to retrieve items ordered online. The service is currently focused on groceries and the kiosk is equipped with refrigerators and freezers to keep the food fresh. Customer retrieve items by typing a code into the machine and within a minute their items appear. The kiosks are open 24/7 and can fulfil hundreds of customers orders in one day.



Walmart is also building giant self-service pickup tower kiosks inside stores to help customers easily retrieve items ordered online. Customers scan a barcode from their purchase receipt and within 45 seconds items are rolling down the conveyor belt.



Target is rethinking kerbside pickup and is launching a new test in an effort to make it easier for customers to shop across channels.


Target’s new kerbside pickup service is designed for busy customers on the go and is available for customers when they place an online or mobile orders. Upon arrival customers can park in a designated parking space and employees will bring out their items directly to them.


The pilot is the retailer’s second attempt at easier online pickups, following a kerbside pickup option for online shoppers that launched in 2014, but came to a halt last year.

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We previously reported on Amazon’s grocery pickup service AmazonFresh Pickup which the retailer launched in Seattle back in May. The service provides a “click and collect” option for groceries where customers buy groceries online and are able to pick them up in as little as 15 minutes. With the recent acquisition of Whole Foods the grocery chain’s plethora of locations could be a powerful weapon for Amazon to expand the service.


Big-box stores are seeing large volumes of e-commerce sales being channeled via in-store pickup. As a result of Amazon, retailers are having to step up their omnichannel retail approach in order to stay competitive. In-store pickup is one of several ways retail chains are leveraging physical stores to boost sales. As Amazon moves into the bricks-and-mortar retail space, will legacy retailers be able to leverage their offline dominance to stay in the game?



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