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Abstract
The “BOPIS Retailer Scorecard” was developed by a team under Dr. Bill Hardgrave with the purpose of testing the Omni-Channel claims of many retailers in the United States. The scorecard was developed to analyze a retailer’s ‘buy-online-pickup-in-store’ (BOPIS) capabilities and compare their performance to other retailers in the industry. Retailers are judged across the three stages of a BOPIS order: online operations, communication between customer and retailer, and pickup process. The aggregated results for twenty (20) of the nation’s largest retailers are also incorporated into this document to provide industry averages for comparative purposes.
Summary
BOPIS (Buy Online, Pick-up In-Store) Retailer Scorecard was developed for the purpose of testing the user experience of buying a product online and picking it up at the store. The three stages of a BOPIS purchase, namely Online, Communication and Pickup are divided into several categories to develop a scorecard.
There are nine categories under the Online classification which include inventory availability, search methods and user experience. The second classification involves emails and notifications received by a customer after placing the order before picking up and five major criteria are addressed. The final stage classification involves nine categories focusing on pickup options, store layouts and customer convenience.
From December 2019 to October 2020, twenty national retailers were evaluated and the results helped formulate an industry-wide scorecard. These averages can be utilized as industry benchmarks, for example, ‘11% of retailers provide multiple Pickup options’.
