I used to work for a medium sized retailer. There’s strong market at the subpremium level for multiple fulfillment options such as buy online, pickup in store as well as buy in-store and ship to home. We did indeed undertake a massive project such that most, though not all, physical stores became essentially mini fulfillment centers. The benefit to customers was that they could see a product online and go to a store to try it out. If they liked it but wanted say a different size or color that wasn’t in stock then we could ship from a different store and have it available to them wherever. It was quite interesting project to be sure, but customers reacted very positively.