How to add a Click&Collect service to your eCommerce app

Introduction

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.

What is Click and Collect?

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.

The benefits of a Click and Collect application

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.

Value to the business

• Click and Collect helps with customer acquisition and retention. The service helped surge sales by 63% in 2020, with 66% of respondents indicating they’ll use the service again
• Adding a click and collect service to your application is simple, quick, and easy to implement.
• It eliminates delivery costs covered by businesses.
• You’re also free to choose from pickup locations that have the potential to optimize your market reach.

Benefits to the customer

• Same-day pickup options are becoming the norm in eCommerce, with Click and Collect an affordable, effective solution.  
• 76% of customers indicate that saving on shipping charges was the key driver when selecting Click and Collect, while 54% list same-day collection as another top factor.
• Besides not having to rely on delivery services that can get delayed by high loads and problems, customers no longer have to ensure that they’re at home or work at a specific time to collect.
• Customers are already familiar with your existing application, so they’ll have no problem becoming acquainted with your added options.

Steps in setting up a Click and Collect service

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.

1. Decide how you want to collect orders  

When choosing how your customers can collect their purchases, it is crucial to understand how they purchase your products.

• Identify your channels. Begin by examining how your customers currently place their orders. Whether making their purchases through your website, via email, over the phone or using an app, how customers buy influences how your click and collect application should function.

• Choose a cohesive system. Yes, adding a click and collect service to your application will make buying online easier for your clients, but be careful not to overburden your existing system. Like a restaurant that adds a takeaway service, only to lose regular sit-down customers due to a lack of capacity, ensure that you have a system that can take care of this new sales channel without compromising the others.

2. Integrate an inventory checker and POS synchronization  

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.

• Instant pickup options are used by many stores whose customers buy online. Big retailers like Germany's Media Markt allow customers to check available stock at various store locations, click to buy, and then pop in to collect. This requires that the click and collect store's inventory management and POS systems are synchronized.

• In-store Synchronization means that for click and collect services to work, staff must ensure that stock levels are maintained for both instant pickup and traditional walk-in customers. A real-time system allows different stores and customers to know where there is stock and how many items are left.

3. Create designated pickup points for customers  

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.

4. Train and upskill your sales assistants

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.

5. Create an effective pickup policy

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:

• Processing and turnaround times relate to outlining delivery time expectations, from the moment the order is placed to when a customer can collect their purchase. Be sure to indicate who is responsible for receiving and executing the orders.

• Order ahead of time frames allow you to determine how far in advance a customer can buy online via click and collect. From seasonal items that can take weeks to arrive, to products that require same-day delivery, always keep customers – and their expectations – in the loop.

• With marking completed orders where a customer has paid but not yet collected, things can get tricky in pinpointing when they've actually picked an order up. Include system processes that let employees know precisely when an order has been collected, allowing your POS to keep track of all completed sales.

• Dealing with unclaimed orders. Customers buying online sometimes simply forget to collect their purchases, so ensure that you have a standardized procedure in place that states what happens after a predetermined amount of time has passed. Clearly defined policies are crucial in informing people's expectations about unclaimed items and their options after an order has been abandoned.

• Customer notifications. Consumers need to be kept informed from the beginning of the process to the very end. Keeping them posted about changes to their orders, the current status, and when it is ready for collection avoids uncomfortable situations in the event of delays or problems.

6. Take advantage of personalization

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.

7. Collect feedback and refine your Click and Collect service

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.

Summary

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.