Today’s increasingly online marketplace means brick-and-mortar stores need to create new ways to meet customer fulfillment demands. Dick’s asked Lextant to help them understand and evaluate their customers’ “Buy-Online-Pickup-In-Store” (BOPIS) experience.
Lextant used retrospective ethnography to evaluate the current BOPIS system. In-depth interviews helped Lextant identify opportunities in Dick’s BOPIS process.
Lextant identified three key points that Dick’s could target to maximize the effectiveness of their BOPIS system.
Lextant’s insights led to enhancements in the online experience, less confusion, and overall improvement in the Dick’s customer experience.