With the rapid development of e-commerce, retailers are continuously broadening their distribution channels and evolving their retail models towards omni-channel retail. Among the various omni-channel strategies, the buy-online-and-pickup-or-return-in-store (BOPRS) approach is the most commonly utilized. The BOPRS strategy facilitates information disclosure, consumers enabling to experience and check if the products fit their needs, thus allowing them to access real-time inventory information at offline stores.
Considering the information disclosure role of BOPRS, consumers’ channel-switching behaviors and their effects on retailers’ offline inventory under the BOPRS strategy are examined. The main research question concerns the condition under which the retailer can benefit from implementing BOPRS strategy. To address these questions, newsvendor models with and without the BOPRS strategy are developed, consumers’ channel selection behaviors are analyzed, the effects of the BOPRS strategy on the retailer’ offline inventory level and profit are studied, and the conditions are identified under which retailers should implement the BOPRS strategy.
The results show that the BOPRS strategy has altered the optimal inventory levels and product availability for offline stores. Only when the product matching rate is high and the hassle cost of online shopping is low will the optimal inventory of offline stores remain unchanged. Otherwise, the optimal inventory of offline stores will increase. Additionally, when the marginal profit of retailers selling products through offline stores is higher than that of online channels, the optimal inventory of offline stores will increase with the matching rate, and the level of product availability will always increase.
Contrary to our instinct, implementing the BOPRS strategy by retailers is not always beneficial. When the matching rate of the product is high and the hassle cost of online shopping is not too high, it is advantageous for retailers to implement the BOPRS strategy. Moreover, the retailer can also make more profits by choosing products with a higher matching rate (or lower hassle cost of online shopping) to implement the BOPRS strategy.