Growth/Optimization

Buy Online, Pick Up In Store

Now Optics·2020 - 2021

Omnichannel order flow showing customer placing order online through eCommerce platform, crossing from online to in-store via Store POS notification, store team preparing the order, and customer picking up in-store, with a feedback loop for pickup confirmation and analytics across 300+ retail locations

15% online sales lift across 300+ retail locations

Situation

Now Optics had just launched eCommerce but online and offline channels were completely disconnected. Customers couldn't take advantage of 300+ retail locations when ordering online. The strategic concept and customer research came from leadership and an external digital transformation agency.

Task

Manage the cross-functional execution of BOPIS, ensuring requirements were met across engineering and operations teams, validating UI/UX quality, and overseeing phased rollout across stores.

Action

Managed cross-functional execution across digital, engineering, operations, and retail teams
Ensured requirements were met across engineering and operations teams throughout development
Validated UI/UX quality across the customer-facing pickup experience
Managed phased rollout starting with pilot locations before scaling to 300+ stores
Set up analytics tracking to measure conversion and pickup completion rates

Result

Delivered a 15% lift in online sales within 60 days of launch, an estimated $1.5M+ in incremental annualized revenue. Successfully expanded from pilot stores to the full 300+ location network.

Key Learnings

Cross-functional alignment (Engineering + Ops + Stores) is the hardest part of omnichannel
Pilot programs de-risk launches and build internal champions
Validating UI/UX quality at each phase prevents compounding issues at scale