Lokalizace výdejního místa na prodejní ploše a její vliv na míru impulzivních nákupů

This bachelor thesis explores the "Buy Online, Pickup-in-Store" (BOPS) service and customer behavior at the moment of order collection in-store. The objective of this study is to assess the impact of the location of the pickup point on impulse purchases during order collection. This impact is evaluated based on an analysis of changes in the rate of impulse purchases when relocating the pickup point from one position to another in Czech retail stores of a multinational retailer. The Synthetic Control Method (SCM) is employed to estimate the evolution of a store where a change has occurred, by comparing it to stores where no change was implemented. Subsequently, this estimate is compared with the actual development after the change. The thesis combines theoretical insights with empirical research and provides arguments and recommendations for the retail sector, which may contribute to discussions about optimizing the placement of pickup points. The conclusions of the study indicate that the strategic location of pickup points can have a statistically significant effect on increasing impulse purchases, offering valuable insights for commercial practices.