Creating a Winning “Buy-Online-Pickup-In-Store” Experience


Dick's Sporting Goods


Transformed the Shopper Experience and improved the BOPIS end-to-end experience.


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.