April 2021
Supplement
HBS Case Collection

Buy Online, Pickup in Store: Vice President of E-Commerce Supplement

By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein

Format:Print
| Language:English
| Pages:7

Abstract

In April 2019, Sylvarella VP of E-Commerce Charla Limont must review an analysis of her department’s sales data to determine the impact of the company’s Buy Online, Pickup in Store (BOPS) program. The program implementation created significant problems for the e-commerce team, including difficulties with the inventory management system, a high volume of abandoned shopping carts, and disgruntled social media influencers. As she prepares for a meeting with CEO Sylvia Coparella and VP of Store Operations Axley Vega, Limont must determine whether BOPS has helped or harmed her department. She must also decide whether to recommend the program continue, continue with significant changes, or discontinue.

Keywords

Operations; Service Delivery; Logistics; Infrastructure; Distribution Channels; Order Taking and Fulfillment; Analysis; Retail Industry; Apparel and Accessories Industry; United States; Canada

Citation

Moreno, Antonio, Santiago Gallino, and Amy Klopfenstein. "Buy Online, Pickup in Store: Vice President of E-Commerce Supplement." Harvard Business School Supplement 621-106, April 2021.