Online shopping is ubiquitous in today’s world. As demand for convenience increases, the click and collect model emerges as a promising retail fulfillment method. This method allows customers to collect their items in shops or curbside. The question is whether it is vital for enhancing customer experience and driving profit growth. Discover whether the click and collect model is the right strategy for your business.
What is Click & Collect?
This refers to any shopping journey where customers choose to retrieve the order at a designated location. Also known as buy online pick-up in-store (BOPIS) and curbside pickup, it entails placing an order online via the eCommerce website or business app and choosing the click and collect retail method. The customer can then select a pickup location and their preferred time.
Once details are confirmed, the store prepares the item before the customer’s preferred retrieval date and time. The customer acquires the item by walking inside the store or through curbside pickup, completing the transaction.
While click and collect offerings provide convenience for consumers, are they beneficial for retailers? When you consider it, retailers with these features are well-positioned to attract more customers. Today, multichannel retailers are leading the industry, accounting for 64% of sales nationwide in 2020 — this includes Walmart, Best Buy, Target, Lowe’s, Nordstrom and Home Depot. Yet, click and collect extends beyond big multichannel retailers, as small businesses can also benefit from it.
What Makes It Ideal for Your Business?
For a model that saw over a 100% increase in adoption during the pandemic, experts predict that click and collect retail will grow at around a 15% average rate in 2024. In fact, 60% of U.S. retailers have already implemented this omnichannel strategy. These numbers only prove the growing demand for click and collect retail. Here are four reasons why your business will significantly benefit from it.
1. It Can Help Reduce Costs
Companies can cut delivery costs using click and collect, including packaging and transportation expenses. This is especially beneficial for small businesses with limited resources to manage shipping needs effectively. With 34% of people shopping online and retrieving their goods in-store, they can avoid hefty delivery costs. It’s a win-win situation for you and your clients.
2. It Provides You and Your Customers Convenience
In this fast-paced world, many people crave convenience. The beauty of click and collect retail is that it allows customers to shop anytime and collect their items when they have time. This will enable customers to receive their deliveries if they are often away from home.
Consequently, customers may also want to change or cancel orders. Giving them the autonomy to change their minds in-store makes their shopping experience more seamless.
3. It Drives More In-Store Sales
Click and collect shoppers can make extra purchases when they enter your store. The increased likelihood of impulse buying habits, combined with a discount for using your click and collect method, can skyrocket sales and generate revenue.
4. It Speeds Up Order Fulfillment
The traditional online ordering method is a long process. First, you must find a reliable courier to pick up your item and ship it to the warehouse. These parcels will be segregated for days and assigned for delivery based on locations, leaving customers waiting up to a week.
With the click and collect model, your customers can expect to collect their items whenever they want. A same-day pick-up feature provides the most convenient method for those who can stop by your store before or after work.
For instance, after implementing a click and collect strategy, Australian company Oz Hair & Beauty experienced an 8% increase in its Net Promoter Score — a measure of consumer satisfaction. The fast order fulfillment process has resulted in happier customers. The same can happen to your business if you are willing to execute this model.
How to Set Up a Click and Collect Ordering System
Ready to use and introduce click and collect? Here are some things to consider before implementing it.
1. Outline Instructions to Customers
Set up a website and establish a click and collect ordering system. If you already have one, create clear guidelines about the requirements and notifications the customer will receive before and on the pickup day. Mention the pickup location options and how to acquire products — do they walk inside the store or park at a specific spot? Sharing this crucial information helps ensure a smoother consumer journey.
2. Designate a Pickup Space in Your Stores
Once a process is established, assign a space in your shop where customers can retrieve their items. Opt for something accessible and easy to spot.
3. Train Your Staff
Hold a training session with your team. Explain how the ordering system works and how to gather, manage and prepare items on time. These training sessions are upskilling opportunities that show your dedication to employees, increasing satisfaction and retention rates. Run some tests to ensure they are comfortable executing the processes.
4. Gather Feedback
Collect feedback from customers and staff to identify areas of improvement. A post-purchase email is an excellent way to collect consumer feedback after purchasing.
Set up a Click & Collect System Today
The click and collect model offers a mutually advantageous opportunity for your business and customers. Enjoy the convenience of saving money and time on deliveries while increasing foot traffic and the potential for impulse in-store purchases.
Jack Shaw, editor of Modded and author of numerous articles on business success and self-improvement, seeks to inspire readers with his practical tips and strategies for growth. His writings can be found on HellaWealth, USCCG and more.
Click & collect stock image by richardjohnson/Shutterstock
