Auburn University study finds online shoppers picking up in store react to product substitutions based on type of item
A new study from Auburn University’s Harbert College of Business reported that consumers who buy online and pick up in store, a process known as BOPIS or click and collect, are more likely to be satisfied with substitutions for out-of-stock products when the item is a staple like ketchup or paper towels rather than a pleasure-loving item like coffee or perfume.
Source: auburn.edu
