Click and collect

On the eleventh day of retail Christmas

Our research showed to us:

12% of us will use a click and collect service over the Christmas period

Most of us would agree that in the peak of the festive shopping season, missing a delivery is a most frustrating attribute of online shopping. Consumers have made it clear that when online shopping, the experience must be made as effortless as possible with flexibility, visibility and control taking centre stage in their lists of priorities.

The huge success of Click and Collect is improving margins and sales for UK online retailers. For those collecting in store, this represents an opportunity to increase footfall for upsell and cross sell opportunities, especially if instore staff are armed with information about the purchase. For delivery to other places, such as local garages and lockers, this is an opportunity for retailers to capitalise on longer opening hours and wider geographical reach. A person who works during core retailer opening hours in a remote location now has the opportunity to shop the whole internet and collect from a convenient location. This also supports the local communities and the bulk delivery is greener, which is an opportunity for retailers to align brand values.

Sales made using click-and-collect are expected to grow by 64% over the next five years, fuelled by clothing and footwear, according to Verdict Retail.  The key for retailers is managing peak and inventory to keep it as convenient as possible. The lunchtime and early evening rush put additional strain on in store staff, and having to queue to collect a package significantly reduces the ease of collection incentive for shoppers.

For store collection, retailers can make the instore experience as positive possible by considering customer flow and having clearly signposted, separated express lanes with multiple payment options. For collection services, location is key- partnering with supermarkets, train stations and local garages helps put the storage option in the path of the consumer as much as possible.

For retailers, the benefits of click and collect or proxy click and collect logistic services is clear: less failed deliveries, lower delivery costs, and upsell opportunities in store. For the consumer, there are convenience benefits over direct delivery when the experience is optimised. They don’t have to wait at home for a delivery, they can take advantage of seeing the item in store, making returns quicker and easier and it can fit flexibly around their lives- if done with efficiency, cost and convenience front of mind at all times.

You can download the full report of Christmas online shopping behaviour here

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