BOPIS: Retail's Next Frontier of Competitive Advantage

In contrast, retailers in the U.K. are more able to offer BOPIS as part of the omnichannel shopping experience because of the country's condensed geography. One major retailer, John Lewis, increased BOPIS by 61.8 percent and e-commerce sales by 22.7 percent. Another example is House of Fraser, which offers visibility of in-store stock on its website and in its apps. Thirty-five percent of House of Fraser's online orders are picked up in-store, despite the fact the retailer has only 60 stores in the U.K.