Buy online and pick up in-store: Design of the service area

Ming Jin, Gang Li, T. C.E. Cheng

Research output: Journal article publicationJournal articleAcademic researchpeer-review

128 Citations (Scopus)


Retailers increasingly adopt the buy-online-pick-up-in-store (BOPS) mode of order fulfillment. We study BOPS in this paper by developing a theoretical model in which a physical retailer (store) adopting BOPS uses a recommended service area to fulfill orders from both determined (online) and casual (offline) customers in one order cycle. We obtain three major findings: (i) The ratio of unit inventory cost to BOPS customers’ arrival rate to the store is the key factor that determines the size of the BOPS service area. (ii) From the point of view of product type, we provide the retailer with practical guidelines for judging whether a certain type of product should be allowed for BOPS or not. (iii) When orders can be cancelled, a moderate cancellation policy (MCP) is more beneficial to the retailer than a liberal/strict cancellation policy (LCP/SCP). Furthermore, compared with the reserve-online-pick-up-and-pay-in-store (ROPS) mode, BOPS is less profitable under LCP/SCP, but they have the same profitability under MCP.

Original languageEnglish
Pages (from-to)613-623
Number of pages11
JournalEuropean Journal of Operational Research
Issue number2
Publication statusPublished - 16 Jul 2018


  • Buy online and pick up in store
  • E-commerce
  • Omni-channel retailing
  • Order fulfillment
  • Pricing

ASJC Scopus subject areas

  • General Computer Science
  • Modelling and Simulation
  • Management Science and Operations Research
  • Information Systems and Management


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