Purpose

As one of the omnichannel sales models, “buy online and pick up in store” (BOPS) not only is used in the commercial field but also has gradually attracted many scholars’ interests. However, although there are numerous research ideas, most of the current work is still limited to theoretical and empirical research, and few scholars study BOPS through models. This paper aims to discuss the best market conditions and opportunities for the implementation of BOPS against the backdrop of omnichannel by means of mathematical models and data simulations and discuss the optimal price–service strategies under different sales models.

Design/methodology/approach

First, from the perspective of different consumer shopping types, this paper separately divides consumers into different groups in traditional “dual channel” and BOPS models. Then, the authors analyze the impact of company market size, consumer service sensitivity and the scale of BOPS on companies’ strategies and the profit of the supply chain. Subsequently, they conduct an empirical analysis through specific values. Finally, the authors further expand the model on the basis of the original research, and discuss the retailer’s fairness concerns and unit compensation strategy to ensure that the research content is more rigorous.

Findings

It is observed that whether companies adopt BOPS depends on consumers’ service sensitivity degree and the scale of BOPS consumers and online retailers: when the sensitivity and the proportion of online consumers are high or the number of BOPS consumers is large, it is more advantageous for companies to implement BOPS. Moreover, companies should not only consider the market scale and production cost but also have a precise orientation of consumers’ experience sensitivity and willingness to engage in extra consumption when making price and service strategies. At the same time, the compensation strategy of companies and the peer-regarding fairness concern behavior of offline retailers will affect the optimal price and service strategy in the BOPS model.

Social implications

These results provide managerial insights for companies preparing to implement BOPS and promote the development of relevant theories in the channel field.

Originality/value

At present, most of the research on BOPS is based on empirical reviews. However, this paper analyzes the applicability and feasibility of implementing BOPS by using specific models, and it will provide some reference for companies preparing to implement BOPS. In addition, this paper also discusses the unit compensation strategy and peer-regarding fairness concern behavior in the BOPS model, which have not been studied by relevant scholars.

中文翻译：

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零售中在线和离线渠道的整合：BOPS的可行性？

目的

作为全渠道销售模式之一，“在线购买并在商店取货”（BOPS）不仅用于商业领域，而且逐渐吸引了许多学者的兴趣。但是，尽管有许多研究思想，但当前的大部分工作仍局限于理论和实证研究，很少有学者通过模型研究BOPS。本文旨在通过数学模型和数据模拟，探讨在全渠道背景下实施BOPS的最佳市场条件和机会，并讨论不同销售模式下的最优价格服务策略。

设计/方法/方法

首先，从不同的消费者购物类型的角度，本文将消费者在传统的“双渠道”和BOPS模型中分别分为不同的组。然后，作者分析了公司市场规模，消费者服务敏感性和BOPS规模对公司战略和供应链利润的影响。随后，他们通过特定的值进行了实证分析。最后，作者在原始研究的基础上进一步扩展了模型，并讨论了零售商的公平性关注点和单位补偿策略，以确保研究内容更加严格。

发现

观察到公司是否采用BOPS取决于消费者的服务敏感性程度以及BOPS消费者和在线零售商的规模：当在线消费者的敏感性和比例较高或BOPS消费者数量较大时，对BOPS消费者更有利。公司实行BOPS。此外，公司不仅应考虑市场规模和生产成本，而且还应准确确定消费者的体验敏感性，并在制定价格和服务策略时愿意进行额外的消费。同时，公司的补偿策略和线下零售商的同行关注公平行为将影响BOPS模型中的最优价格和服务策略。

社会影响

这些结果为准备实施BOPS并促进渠道领域相关理论发展的公司提供了管理上的见识。

创意/价值

目前，关于BOPS的大多数研究都是基于经验评论。但是，本文通过使用特定模型来分析实施BOPS的适用性和可行性，并将为准备实施BOPS的公司提供一些参考。此外，本文还讨论了BOPS模型中的单位补偿策略和同等关注的公平关注行为，相关学者尚未对此进行研究。