Exploring “buy online and pick-up in-store” (BOPIS) service rejection in grocery retail

Purpose The low use of the “buy online and pick-up in-store” (BOPIS) service for grocery shopping is a challenge for grocery retailers. Most BOPIS research investigates the general use of BOPIS services and overlooks the grocery retail industry. To address the gap in the literature, this study explored why grocery shoppers reject BOPIS services. Design/methodology/approach A conceptual model was developed using innovation resistance theory, perceived benefits of BOPIS and status quo bias theory. An international market research firm collected data from 400 South African grocery shoppers who did not use BOPIS. Findings The perceived enjoyment of BOPIS had the strongest negative effect on rejection intention, followed by convenience perceptions. Time-saving perceptions did not reduce rejection intention. In-store grocery shopping inertia was a key factor leading to rejection intention. Switching costs, sunk costs and in-store grocery shopping habits positively affected inertia. Gender moderated the effect of habit and sunk costs on inertia. Research limitations/implications This study’s main limitation is the cross-sectional design that calls for replication in other markets. Practical implications Marketing the shopping enjoyment and convenience of using a BOPIS service can decrease the intention to reject it. To lower inertia, grocery retailers must undo the shackles of switching costs, sunk costs and in-store shopping habits. Originality/value This study sheds light on the overlooked area of grocery shoppers’ rejection of BOPIS services, offering important insights for both theoretical and practical applications.