The Opportunities & Challenges of Buy Online, Pickup In Store

Speed and convenience are two primary reasons consumers choose so-called “click-and-collect” programs. When first introduced, there were certainly some bumps in the road. Retailers and restaurants are learning the importance of good signage, email and text-message communication, dedicated counters and, of course, order accuracy. Can buy online, pickup in store (aka BOPIS) compete with same-day delivery? What about the value of getting customers in-store to create the opportunity for additional (impulse) purchases?


Howard Blumenthal | VP, eCommerce | Brookstone

Howard Blumenthal was previously director of product management for e-business at Advance Auto Parts. Howard joined Advance in April 2009 as a founding member of the e-business team and launched Advance’s first B-to-C and B-to-B sites and customer care center — today producing over $1 billion annually. Howard drove the omnichannel road map for the organization, including the integration of mobile, social and marketplace strategies into all areas of the organization. Prior to joining Advance, Howard held senior marketing and development roles at, Pfaltzgraff Dinnerware, The Franklin Mint and the Danbury Mint.

Rich Hope | CMO | Jersey Mike’s

Rich is the CMO for Jersey Mike’s Subs, a fast casual franchise restaurant chain with over 750 stores open and under development in 33 states. Before joining Jersey Mike’s, Rich was president and co-founder of Sirius Advertising, Inc., a full-service advertising agency. As CMO of Jersey Mike’s, Rich oversees all brand management, as well as national and local marketing activities. He has sat on the board of directors of The Foodbank of Monmouth and Ocean Counties, Academy Charter High School Board of Trustees and the Lake Como Board of Planning and Zoning.

Dennis Schleicher | Senior Manager of Customer Experience | Kohl’s

Dennis Schleicher is Senior Manager Customer Experience Design at Kohl’s where his team focuses on the experiences for buy online pickup in store, the Yes2You Loyalty program, and the private label Kohl’s credit card. His customer centered approach centers on understanding and designing inside of retail ecologies for families using his background in business and industrial anthropology. He has worked with Sears/Kmart both customer and associate facing experience, and the My Ford Loyalty program, Chrysler, General Motors, Comcast, Dominos, and various non-profits.

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Christopher Hall | Managing Director | ICX Association

Christopher Hall is Managing Director of ICX Association. Prior to this position he was managing editor of content for B2B publisher Networld Media Group, and the editor of, the leading news portal for the digital signage industry, covering digital out of-home advertising, digital billboards, experiential digital branding and digital signage hardware, software and displays. An award-winning former newspaper reporter and magazine writer, Christopher is a seven-year veteran of the digital signage and kiosk industries who has consulted for and spoken on the digital signage industry sector-wide.