Buy online and pickup in-store: Co-opetition strategy of omnichannel supply chain players

Buy online and pickup in-store (BOPS), a novel omnichannel retail model that provides customers with seamless channel experience, is increasing prevalence in the electronic commerce era. This paper develops theoretical to investigate co-opetition strategy of an supply chain where manufacturer sets up BOPS cooperation retailer. Two game models absence presence contract are constructed considering consumer type preference. The results show adding increases price, while it leads higher offline price when retailer’s operation cost small. willing introduce by wholesale large. retailer likely take part obtains high unit payment provided or low. Our provide managerial insights for companies physical implement strategy, subsequently, adjust their prices structures maximize revenues.