72% of UK shoppers currently use Click and Collect (Cybertill & Forbes), a figure that increases every year. This service has quickly become a popular multi-channel shopping solution.
With e-Commerce growing fast and taking precedence over traditional commerce, finding new ways to bring customers back to your physical stores is an important challenge.
One of the best options is to allow the customer to pick up orders in-store. Customers can make their purchases online and collect them in physical stores.
Discover the 2 essential advantages of this multi-channel approach that increases online conversion and boosts the number of people coming into the store.
1 Boost attendance and turnover in your stores
Twinned with ROPO habits (Research Online, Purchase Offline), Click and Collect represents one of the most used Web-to-Store strategies by leading stores. 32% of e-merchants have a network of physical stores (source: Profile of e-merchant 2018 Oxatis KPMG). The Store Locator App with In-Store Collection creates a synergy between e-Commerce and physical outlets.
60% of customers who come to collect their order make additional purchases in-store (Internet retailing). Collecting an order has become an opportunity for the customer to discover your store and your products.
In-store Click and Collect is a great opportunity to significantly increase the number of visits to the store, and allows sales teams to turn this qualified traffic into additional sales. It is therefore essential not to separate in-store and online experiences too much, to encourage sales at the physical location.
2 Build customer loyalty by offering free in-store collection.
What is the main motivation for using Click and Collect? The cost: 81% of customers have already abandoned a purchase due to shipping costs (source Adyen). In-store collection is generally the only mode of delivery offered free-of-charge.
Note that customers are also attracted by speed of fulfilment (88%, Bell Howell), and the assurance it provides the product fits the description on the website.
Collecting purchases in-store allows to remove obstacles related to delivery (cost, delivery times, post office hours, a delivery person who may not ring the bell, etc.)
In-store collection is a win-win solution for both customers and retailers, who can sell additional products or services and avoid logistical concerns. Customers save shipping costs and collect their products at the time of their choice.
The Store Locator App with In-Store Collection is a real opportunity to set up a system which is relevant for your brand, your challenges and your marketing issues. The rapid growth in popularity of Click and Collect in recent years can be accounted for by the advantages it offers.
In order to make the most of the natural synergy between e-Commerce and physical stores, In-Store Collection should be at the heart of any multichannel strategy, for which the in-store customer journey must be carefully considered and sales teams appropriately trained.