BOPIS Likely Popular This Uncertain Holiday E-Commerce Season

Shoppers could be hesitant to visit stores this holiday season, making the buy online, pick up in store (BOPIS) service an appealing option and an opportunity to test “brick-and-click” elements in post-purchases messaging, said retail consultant Monica Deretich. She suggested using parking lots as merchandising locations for last-minute items typically found at the checkout line. Marketing firm Sailthru, in whose Monday report the analyst appeared, singled out Best Buy’s curbside pickup experience (see 2005210037). Best Buy outlines “every step of the process,” provides links to help topics and displays relevant recommendations in post-pickup confirmations, said Deretich. The pandemic's impact is likely to “live on through the holidays,” she said.