ASB MAGAZINE: As access to physical retail has become increasingly challenging during the COVID-19 pandemic, more customers are turning to online shopping. RDG insights data is showing that the average percentage of online retail sales will increase to 15% by the end of 2020, compared with the 2019 figure of 10% (COVID impact). As part of this increasing demand, retailers are responding by providing convenient fulfilment options such as Click and Collect to help improve convenience for shoppers.
Successful “omnichannel retailing” is key to moving forward for all retailers with “Click and Collect” as a functional step to delivering much greater and relevant customer experiences.
Retail Doctor Group’s Insights Division further proprietary research into consumer behaviour reports that 1 in 3 Australian consumers have used Click and Collect in the last 12 months, with 20% having used it in the last month. Internationally, Adobe Analytics reports that the US Click and Collect orders surged by 208% between 1st April and 20th April this year, when compared to 2019 levels.
What is Click and Collect?
Click and Collect is a delivery system whereby a shopper can purchase products online and then pick up those items from a selected physical store or location operated by the merchant. The in-store staff will receive the click and collect order and prepare the items, so they are ready for the customer to pick-up.
To facilitate a good Click and Collect experience retailers need to connect the online with the offline seamlessly to make sure information about the order and customer are accurate and received in a timely manner for the in-store staff to process. This also relies on good business information systems to be in place to track inventory across all the channels so that Click and Collect orders managed by the chosen eCommerce platform can be correctly fulfilled from the pick-up location selected through the point-of-sale system.
Another aspect to keep in mind is that not all items are appropriate for Click and Collect. Bulkier items such as furniture and large appliances will not likely be picked up from a location by a customer, rather shoppers would rely more on delivery options for these types of larger goods.
The benefits of Click and Collect
Customers who use Click and Collect get to take control of when they pick up their order. This will help customers that find it hard to commit to being at the delivery address within specific times to receive the order.
By offering flexible shipping options such as Click and Collect, retailers can minimise the need for returns and exchanges by allowing a customer to confirm things like size, colour, materials and more before walking out of the store. Staff get the added benefit of being able to upsell when a customer comes to pick up their order in-store.
With retail stores having to apply stricter social distancing practices and policies, e-shoppers can opt to Click and Collect orders meaning less time spent browsing in-store, making it easier for shop staff to manage the flow of people and reducing capacity issues.
Also, if shops are experiencing high demand – due to a sale event or new product launch – Click and Collect can be an excellent option for customers who would like to avoid long queues or spending too much time in a busy shop space. This flexibility has the potential to turn occasional customers into regular ones due to convenience.
Lastly, this system also removes the risk of damage during shipment from the equation. This means improved customer satisfaction and reducing costs related to replacing or refunding damaged products.
5 practical steps to consider when implementing
Click and Collect:
- Clearly understand the goal and benefit to the business that you want to measure.
- Decide on what the experience should look like for the customer from the point they browse your website to make the order to when they pick it up in-store. This could include things like accurate information displayed on your product pages, clear instructions during checkout, SMS notifications to let the customer know when a pick-up is ready and a convenient in-store pick-up experience.
- Understand the capabilities of current business systems for managing Point of Sale, eCommerce and Inventory to ensure they can work harmoniously to facilitate your Click and Collect process.
- Strategically plan on how to promote this feature to customers in-store and online.
- Train staff effectively to understand the benefits of them facilitating Click and Collect orders and make sure it does not conflict with any of their existing KPIs.
What does the future of Click and Collect look like in a post-pandemic world?
As social distancing restrictions begin to loosen, consumers will come out of the pandemic period with access to a broader array of choices when it comes to how they interact with retailers. They will be familiar with delivery options like Click and Collect and it is unlikely they will want to give these options up.
Consumers are still likely to go back to shopping in physical stores to try high-touch items like clothing or even enjoy browsing a department store like the good old days. However, we should all expect that there will be a subset of consumers post-pandemic who will prefer shopping online or using Click and Collect to minimise their time in physical stores. Store models like Nordstrom Local, which is the department store’s inventory-free online pick-up and service hub, is an indication of things to come and where retail is evolving.
Want to find out more about building an effective Click and Collect model? Register for the Retail Doctor Group and Mindarc ‘Click and Collect’ webinar being held on Tuesday, September 22. You will have the opportunity to ask questions in this engaging and informative discussion with the experts.
