BOPIS, Retail's Latest Acronym, Makes the Case for Delayed Gratification

Home Depot sees a spike, and additional sales, in customers choosing to buy online and pick up their purchases in store

One of the biggest themes at this year’s National Retail Federation show (NRF) didn’t involve AI or robots. Instead, it was a new acronym buzzword: BOPIS, known as Buy-Online-Pickup-In-Store. And it’s a key part of what’s driving growth for retailers like Home Depot in the fast-fulfillment Amazon era.

According to a new case study from Adobe Analytics, the volume of BOPIS grew 73 percent between Thanksgiving to Black Friday this holiday season. Which makes sense: customers sitting around after Thanksgiving dinner could get started on their holiday shopping, score some deals and then pick up their purchases in store the next day, avoiding long lines (and, in some cases, human interaction).

For Home Depot, an Adobe customer for more than a decade, 48 percent of online orders in 2018 used BOPIS, retrieving their items from lockers set aside for this purpose or a customer service counter.



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