Research On Online And Offline Channel Integration Strategy Based On BOPS

With the rapid development of information technologies,such as the Internet and the Internet of Things,only online and offline channel can no longer meet consumers’ ever-evolving experience needs.Therefore,retailers have begun to integrate online and offline channels,and an omni-channel retail model has emerged.For example,retailers allow consumers to search for product information on the website,and then pick up online and offline(BOPS).The new channel can meet the seamless online and offline channel conversion and cross-channel experience of consumers,which greatly affects consumers’ channel selection behavior.At the same time,the online and offline order collection method inevitably inherits the shortcomings of the two channels,that is,consumers placing online orders may face the uncertainty of demand and lead to the risk of returns.Then,is BOPS always beneficial to retailers? Therefore,this article studies the conditions for retailers to implement the BOPS strategy and the effect of online and offline channel integration from the perspective of consumer behavior and cross-channel returns.First,considering the dual-channel and omni-channel,the consumer utility function and retailer decision model before and after the implementation of the BOPS strategy is constructed.Then analyzing the interaction between the product matching rate and cross-channel returns and consumer channel selection behavior,studying its impact on the conditions of BOPS strategy implementation and the impact of retailer channel integration.The results show that when the product matching rate is high,the optimal pricing is increased.Therefore,offline channel has the motivation to cooperate with online channel to implement a dual-channel BOPS strategy.Then,comparing the effects of the dual-channel BOPS strategy and the omni-channel BOPS strategy on the retailer’s channel integration,it is found that the omni-channel BOPS strategy is always better than the dual-channel BOPS strategy,and the pricing under the omni-channel BOPS strategy is higher,although it is not conducive to consumers However,for retailers,the omni-channel BOPS strategy eases channel conflicts,and online and offline channel integration is better,so it is more beneficial to retailers.Finally,under the omni-channel model,analyzing the interaction between the product matching rate and cross-channel returns and consumer behavior,and studying its implementation conditions for the BOPS strategy Impact.The results show that when the unit BOPS return cost is small,the retailer will reduce the price of the commodity after the BOPS is implemented,and the total demand of the channel that is helpful for retailers to implement the BOPS strategy.At the same time,the higher the product matching rate,it is more beneficial for retailers to implement the BOPS strategy.