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July 8, 2021
Buying online is undergoing yet another revolution with over $72 billion generated in the US in 2020 through click and collect sales. The service is expected to snag 10% of all retail eCommerce sales in 2021, which only proves that click and collect services will be crucial integrations for a D2C success.
In the following article, we investigate click and collect, how this innovative tactic is changing people's expectations, and give you a step-by-step guide to adding the service to your eCommerce application.
Click and Collect (also ‘Buy Online, Pickup In Store’ option) allows customers to order online and collect their goods in-person, instead of waiting for the delivery. In a nutshell, they make their online purchase, choose their preferred in-store or designated pickup point, and collect when they're ready.
This innovative approach exists within the omnichannel retail concept of having multiple means of getting products to customers. Many D2C stores are taking advantage of people's willingness to get their purchased goods faster and on their own terms by adding click and collect applications to their value chain, all the while still offering the option of using conventional delivery services.
Click and Collect services enrich the online buying experience for both the stores that implement them and their customers. It’s a win-win – higher customer satisfaction translates to more business traffic at low implementation costs, which means your customers get more without paying extra.
Adding a click and collect service to your sales channels can be a straightforward and very affordable process. Here, we look at some of the critical steps in successfully adding it to your eCommerce application.
When choosing how your customers can collect their purchases, it is crucial to understand how they purchase your products.
A sound, cohesive ordering platform will allow you to customize your inventory management system to ensure that you do not run out of stock destined for one channel or the other.
Many click and collect stores partner with facilities like parking lots or other retailers who are willing to host pickup points. Brands like H&M and Mondial Relay are working together, collaborating on pickup points, while Inpost Parcel Lockers offer convenient, unmanned collection points.
Remember to make sure that instructions, directions, and procedures are clearly stated, or customers may quickly become frustrated.
Since customers making use of click and collect services are taking responsibility for receiving their goods, you can expect to receive more queries than usual.
Ensuring that your staff are informed, fully trained, and well-versed in details regarding pickup points and procedures will maintain a good customer satisfaction level. A good idea here is to create dedicated digital or in-store click and collect help desks and counters.
Once you've chosen your optimal click and collect service options and systems and identified your pickup points, it's time to put bulletproof policies in place that streamline and protect the user experience. Here are a few areas worth mentioning:
With personalized online buying becoming the mainstay of eCommerce, click and collect stores are putting the customer data they already have to work in developing more personalized, custom experiences for their users.
Through dynamic content personalization, brands are marrying personalization to the click and collect model, delivering a much more intimate user experience for all. This allows stores to update customers according to their online buying habits and preferences while enriching the experience.
Once you've got your click and collect service up and running, your job isn't quite over. Online buying applications allow customers to submit feedback directly to click and collect store owners, allowing you to continue tweaking and updating your store offering.
Customers can let you in on a variety of challenges, technical glitches, and obstacles they’re experiencing, while store employees are ideally placed to advise on how you can improve the service. Use your existing app to install a feedback collection channel, and take action on any issues raised or ideas submitted.
Click and collect is a must-have for any eCommerce business looking to get the most out of their customer experience. This online buying feature is the perfect addition to any omnichannel mix. While not expected to replace traditional delivery services, click and collect places premiums on convenience and customer choice, allowing online stores to tap into the market's growing demands for speed and variety.
Whether choosing in-store or alternative pickup points, it is essential that you first understand what works best for your customers. Employ a system that manages your inventory while reconciling your POS with stock levels. Keep your staff in the know, and clearly define your policies around everything from turnaround times to unclaimed orders. Try to personalize your click and collect service, and ensure that you maintain a strong communications framework.
The best part? You can easily add a Click and Collect service to your existing app by working with an experienced tech partner like New Gravity. Reach out if you’re interested in learning how you can incorporate it into your platform to offer customers yet another innovative way to quickly, cheaply, and hassle-free.
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