Click-and-collect holds the key for omnichannel conversions

As the popularity of click-and-collect continues to rise, this service is becoming key to driving conversions, both online and in the store, research from Cybertill, the leading cloud-based software innovator behind RetailStore, reveals.

 

With almost three quarters (72%) of UK shoppers already using click-and-collect services, half of consumers (49%) said they use this delivery method more now than they did a year ago.  In fact, over a fifth (21%) of customers said they now use click-and-collect delivery for half the purchases they make, underlining its popularity as a means of fulfilment.

 

This popularity, the new study from Cybertill suggests, is helping retailers boost omnichannel conversions.  Indeed, 65% of consumers made additional purchases in-store when picking up their click-and-collect items.

 

And, it seems, having the option to order online and collect in-store is a key mechanic for keeping consumers on the path to purchase.  17% of shoppers said they would abandon a purchase if click-and-collect was not available from a retailer, and a further 28% said they would look to buy the same product from another brand or retailer that did offer this delivery option.

 

However, while convenience and free delivery were the top motivations for consumers using click-and-collect services (75% and 74%, respectively), delays when collecting goods from pick-up points in the store itself were disappointing customers.

 

A third (32%) said they had experienced long queues at collection points, and a further 32% endured long waits while store associates tried to find their parcel in the stock room.

 

Ian Tomlinson, CEO and founder of Cybertill, commented: “While it’s important for retailers to offer click-and-collect in the eyes of today’s digitally enabled shopper, it’s just as crucial to ensure that the experience remains seamless once the customer steps into the store.  Our data shows that over a third (39%) of consumers felt retailers could improve click-and-collect services by ensuring the stock room was well organised so that parcels could be found more quickly.”

 

“The biggest barrier to this improvement is a of lack inventory and fulfilment visibility in the omnichannel system for both the customer as well as across the warehouse and store. Real-time inventory levels must be accurate, synchronised and easily communicated to both customers and in-store teams.”

 

“With the right integration and communication, click-and-collect has enormous potential in bridging the online and instore shopping experience. Interestingly, 21% of the shoppers we polled thought retailers should offer a discount or an incentive if an instore collection is delayed, so simple touches, such as a free cup of coffee in-store while they wait for their item to become available, for instance, can help to improve the customer journey,” he concluded.

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