‘Omnichannel’ might sound like a buzzword but with 79% of UK retailers offering customers the ability to buy online and pickup from store, Click & Collect is fast becoming a consumer expectation.
As well as providing customers with a convenient delivery option, in-store Click & Collect actually makes retailers more money with Internet Retailing reporting that “85% of customers say they buy additional items in store when using the service, while 77% report reduced return volumes”.
With all that in mind, why isn’t the Click & Collect experience better for customers and why are stores laden with time-consuming and disorganised processes? With our experience of supporting retailers improve the end-to-end Click & Collect journey, we have compiled our top tips for developing an in-store Click & Collect service to boost in-store sales and keep customers happy.
1. Make the checkout experience clear
Avoid cart abandonment by providing customers with convenient delivery options and by removing any uncertainty at the checkout. Throughout the customer journey there should be signposting on the Click & Collect option as well as information on price, shipping times, and what happens next.
With 85% of retailers offering free Click & Collect, customers have come to expect the store pickup option to be free of charge (even if the retailer bears the same costs as home delivery). Given the 85% of customers making additional purchases when they arrive in store to pick up items, bearing the cost of the delivery will still yield retailers great results.
