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  • April 2021
  • Case
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Buy Online, Pickup in Store: Evaluating an Omnichannel Intervention in Retail

By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein
  • Format:Print
  • | Language:English
  • | Pages:8
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Abstract

In October 2018, fashion, wellness, and beauty retailer Sylvarella implemented a Buy Online, Pickup in Store (BOPS) program in an attempt to counteract a sales decline. While BOPS had the potential to meet customer expectations for a seamless order and fulfillment experience, it also posed operational and financial risks. After six months, CEO Sylvia Coparella decided to meet with her vice president (VP) of store operations and VP of e-commerce to evaluate the impact that the program had on their respective departments, as well as the impact to the store overall. Coparella must decide whether to continue the program, continue the program with significant changes, or discontinue the program and instead adopt a different omnichannel retail model.

Keywords

Operations; Service Delivery; Logistics; Infrastructure; Distribution Channels; Order Taking and Fulfillment; Analysis; Retail Industry; Apparel and Accessories Industry; United States; Canada

Citation

Moreno, Antonio, Santiago Gallino, and Amy Klopfenstein. "Buy Online, Pickup in Store: Evaluating an Omnichannel Intervention in Retail." Harvard Business School Case 621-103, April 2021.
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About The Author

Antonio Moreno

Technology and Operations Management
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Related Work

    • April 2021
    • Faculty Research

    Buy Online, Pickup in Store: CEO Supplement

    By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein
    • April 2021
    • Faculty Research

    Buy Online, Pickup in Store: Vice President of E-Commerce Supplement

    By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein
    • April 2021
    • Faculty Research

    Buy Online, Pickup in Store: Vice President of Store Operations Supplement

    By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein
Related Work
  • Buy Online, Pickup in Store: CEO Supplement By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein
  • Buy Online, Pickup in Store: Vice President of E-Commerce Supplement By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein
  • Buy Online, Pickup in Store: Vice President of Store Operations Supplement By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein
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