The Multichannel retail store: implementing Click and Collect

24.09.14

The rise of click and collect

According to retail analysts, Verdict, UK click and collect purchases, already standing at £3 billion in 2013, will climb to more than £4 billion by 2018. Incredible figures, but not necessarily surprising when you consider the evidence. According to Tesco, 70% of its customers ordering clothes or home ware from its website are choosing to collect in-store, while 20,000 Asda customers use its click and collect service each week. With the announcement this August (2014) by High Streets Minister, Penny Mordaunt, that planning permission for the construction of click and collect facilities is to be scrapped, the stage is set for a huge increase in click and collect amenities by retailers large and small.

A simple concept, yet click and collect is producing impressive statistics warranting some serious attention from store retailers. With pure play online retailers improving fulfilment options with same-day delivery and increasingly convenient collection points, the ability for bricks and mortar retailers to offer an effective and convenient click and collect service remains a critical way to maintain football and relevance in today's multichannel retail environment.

Click and collect works because it is quick and convenient for busy and demanding consumers. It puts the consumer in control, enabling him or her to fit shopping around their individual lifestyle and personal commitments. Delivery charges are generally avoided, as is the usual inconvenience of having to wait indoors for delivery.

Implementing click & collect in retail stores

Store retailers concerned about the potential complications of click and collect needn't be. Making click and collect a success is relatively straightforward - keep it simple and offer same or next day collection in a highly convenient location. Think creatively and laterally for ultimate convenience. For example, John Lewis's free click and collect service, which has been running successfully for some time now, enables customers to collect their orders from John Lewis or selected Waitrose stores across the country. Following a 2013 trial, the company has now rolled out its CollectPlus service where customers can collect their orders from over 5500 local neighbourhood collection points including supermarkets, independent retailers, newsagents and petrol stations. CollectPlus, which costs £3 for next day delivery, brings click and collect convenience to all, even those living in the more remote or rural areas of the country. Even better, the small neighbourhood retailer also benefits, with shoppers potentially making impulse purchases when they pick up their delivery.

Other retailers are getting creative too. Argos, for example, has increased its in-store footfall by allowing eBay purchases to be collected from its stores, while Westfield Shopping Centre is seeing an increase in footfall following the trial of a click and collect hub within the centre  supported by free parking (one hour) for those using the service.

Click and collect services provide an opportunity for the bricks and mortar retailer to draw shoppers in-store, thereby increasing browsing opportunities and demonstrating the brand experience through face-to-face contact with a human being. The key to a successful click and collect strategy is in a well thought out implementation plan which views click and collect as part of the overall ‘this is who we are' picture and focuses on its seamless integration.

For more specific advice in relation to your own brand and retail stores, our consultancy team would be very happy to make an appointment to meet with you. Please call us on +44(0)1442 875666 or contact us by email.

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