There's now plenty of evidence to suggest buy online, pick up in-store (BOPIS) is a good investment. It helps shoppers overcome traditional objections to shopping online and converts them to omnichannel shoppers, who are nearly 21 percent more profitable than single-channel shoppers. Retailers have observed as much as a 33 percent lift in sales from in-store pick-up of online orders. BOPIS allows retailers to better connect online and offline sales, leading to improved ability to personalize marketing messages. As more shoppers adopt BOPIS, retailers will see additional benefits including inventory optimization and fewer returns.