PROFILE
CLICK & COLLECT has become more popular in recent years as retailers have looked to reduce the cost of online deliveries . Furthermore , according to research from Planet Retail , half of global shoppers are now influenced by a retailer ’ s ability to offer convenient collection points for online purchases .
Last Christmas more online shoppers chose Click & Collect as an option to collect items than ever before . However , according to YouGov research conducted over the Christmas period , over one third of online Christmas Click & Collect shoppers experienced problems with their orders . As the popularity of Click & Collect has increased , evidently so have customers ’ expectations . But , if retailers get it right they can drive loyalty and share the benefits to all parts of the business .
Engage the online customer through stores The in-store experience is still very important to many customers to enhance their relationship with a retailer ’ s brand . For example , a customer ordering a pair of shoes online for collection from a boutique gets a better quality brand experience when they collect their item in store than when dealing with a courier at the doorstep in their pyjamas . Click & Collect is a great way to drive revenue from online retail without significantly increasing fulfilment costs . Retailers already need to deliver items to store for replenishment anyway , by integrating Click & Collect orders they can make more efficient use of existing vehicles and reduce transportation costs .
Click & Collect also allows retailers to better engage with consumers prioritising convenience over speed of delivery , allowing them to collect items at a time that suits them . Critical to success is ensuring goods are delivered in a timely and efficient manner , to the customers ’ desired collection point . An important point is that if a retailer wants to fulfil customer orders from an external collection point as well as from in store , it needs to have the right infrastructure in place to support this , but many retailers still haven ’ t got this today .
Optimise networks A great Click & Collect experience also requires retailers to have a clear view
10 June 2016