BOPS, or Buy-Online-and-Pickup-in-Store, has become a way for retailers to reach new customers, but also to increase the purchases of existing ones. As consumers avoid both the inconvenience of shipping as well as locating the products within the store (as the goods are ready to collect), BOPS has become an increasingly popular way of shopping. Consequently, retailers expect a market expansion. A new study from researchers Fei Gao and Xuanming Su at University of Pennsylvania, Wharton School, however, shows that the benefits of BOPS are not applicable to all types of goods. One of the main findings show that BOPS of goods that are bestsellers in stores are better to keep selling in store only, so as to not divert existing store traffic. Moreover, the study shows that the BOPS implicates new tasks for the retail employees, such as pick and pack in an efficient manner. This entails that sufficient resources in terms of space and personnel must be available, which need to be part of the cost benefit analysis. The study entitled: “Omnichannel Retail Operations with Buy-Online-and-Pickup-in-Store”, is available at the journal of Management Science, vol 63, number 8, pps: 2478-2492.