DELIVERING CLICK & COLLECT SUCCESS
things to change will be Click & Collect seamlessly integrating with online and physical channels , rather than being an option in itself . As customers become increasingly able to receive items at a time and place that suits them , the fixed channels of home delivery , Click & Collect and in store shopping will become more fluid . We have already seen this with ‘ click & not collect ’ from River Island , allowing customers to change orders on the go . As the market becomes more competitive , there will be more and more Click & Collect offerings competing to provide better levels of service , with the expectations of customers ’ continuing to rise .
Click & Collect can become an important customer touchpoint , but is also a good example of why logistics need to be fluid from online to in store and throughout the supply chain . However , if retailers get Click & Collect right , they can improve efficiency of logistics networks and drive long-term customer loyalty .
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