Marketing Analytics with Fexingo · 2026-08-08 · 8 min
Buy online, pick up in store - BOPIS - is a huge chunk of retail revenue now, yet most attribution models still credit the online click and ignore the physical store visit that completes the sale. In this episode, Lucas and Luna dig into why that mis-crediting happens, how it inflates digital ROI numbers, and what it does to in-store staffing and inventory decisions. They walk through a concrete example: a $75 order where the last-click model gives 100% credit to paid search, even though the customer spent 20 minutes in the store, asked a sales associate for help, and grabbed an upsell on the way out. They also talk about why the store visit itself is almost never tracked, how retailers are starting to use mobile location data and order-pickup scans to fix the blind spot, and what a blended attribution approach - online touch plus in-store signal - would change for budgets. If you run marketing for any retailer with physical locations, this one is for you.
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
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