The most obvious reason for retailers to adopt click and collect in the last two years has been the covid-19 pandemic lockdowns. The rise in online shopping and demand for safe and convenient options meant retailers needed to be flexible. This trend is very likely to continue, meaning consumers will keep up the demand for click and collect. An additional benefit is that your store staff and inventory aren’t sitting idle, especially when combining click and collect with pick from store. This means that the click and collect orders are picked in store, instead of being shipped from the DC. Once pick from store is in place, it can also be used for the ship from store process. Retailers with a local presence have a clear advantage here, as they can offer many potential pick up points.
Besides lockdowns, there are still multiple reasons to offer click and collect to your customers. For one, click and collect offers a competitive advantage: 50% of consumers has decided where to shop online based on the availability of click and collect. Especially during peak commercial days, such as Black Friday, the share of click and collect orders tends to rise significantly. And those are exactly the days where you can’t afford not to have this competitive advantage.
Secondly, there’s the added opportunity for direct contact and sales when their customers visit the store. 75% of shoppers indicate they’re likely to make an additional purchase when using click and collect. Of retailers, 38% think click and collect is essential to persuade the customer to go to the physical store. Other reasons for retailers to implement click and collect are to boost their position versus their competitors or big fish like Amazon, and to better service the millennial customer.
Additionally, click and collect means fewer home deliveries. Home delivery tends to be less sustainable due to the amount of delivery vehicles. Besides, home delivery is often plagued by late or failed deliveries (that warrant a new attempt), increasing costs significantly. Delivery at a package point or store increases the chances of a successful delivery on the first attempt, and when delivering to the store a retailer can usually go through their existing logistics network, which is even less expensive.