The Benefits of Click and Collect

At the beginning of the COVID-19 pandemic, the popularity of click and collect in the US skyrocketed, with its share of orders rising from 15% to 25%

At first, the adoption of the click and collect method was driven by safety concerns, but it has since become a convenient choice for many shoppers. With the benefits of being faster and more cost-effective than delivery services, click and collect has become a popular alternative to in-store and online shopping. 

Click and collect is a prime example of bridging the gap between e-commerce and physical retail.

Keep reading as we dive into the concept of click and collect, exploring benefits for retailers and how to implement this method in your business effectively.

What Is Click and Collect?

Click and collect is a shopping method that offers the best of both worlds: the convenience of online shopping and the personal touch of in-store shopping.

It allows customers to browse and purchase products online and pick them up at a designated physical location. This eliminates the wait for delivery and enables customers to test, try on, and inspect the products in person before taking them home.

Click and collect is growing in popularity as it offers a seamless shopping experience that meets the needs of modern consumers.

Variations of Click and Collect

Variations of click and collect allow retailers different options for meeting customer demand. They also offer customers a variety of options when they are ready to pick up their purchases:

  • Buy online, pick up in-store: Customers who have placed an order enter the store and visit the designated pickup area, where their items will be waiting for them. Customers can use this pickup time to go inside the store, explore, and make other purchases.
  • Curbside pickup: Customers who take advantage of curbside pickup place an order and then drive to the store at a determined time, parking in a specified area. Retail employees will deliver the order straight to customers’ vehicles.
  • Buy online, pick up in locker: Certain retailers provide additional pickup points apart from their retail counters, such as warehouses or designated locker areas within stores. Retrieving an order from a locker is similar to collecting it from a store. Customers either go to the pickup location or enter a dedicated area in the retail shop to pick up their items from automated lockers.

Click and Collect Benefits

Click and collect is often a win-win for both shoppers and retailers.

For shoppers, it provides the convenience of online shopping with the added benefit of being able to check out purchases in person before taking them home. This eliminates the risk of receiving damaged or unsatisfactory products and saves time compared to waiting for delivery.

Additionally, picking up purchases at a nearby store reduces shipping costs and provides a more personalized shopping experience.

For retailers, offering click and collect services can lead to increased sales, better inventory management, and improved customer satisfaction. It also provides a competitive edge over retailers offering only in-store or online shopping options.

With its fast, convenient, and cost-effective nature, click and collect has quickly become a popular shopping method for customers and a valuable strategy for retailers.

1. Easily Upsell Through Impulse Buys

If customers pick up their orders in-store, they will likely make other purchases during their visit. In fact, shoppers spend an average of $314 a month on impulse purchases.

Click and collect allows you to upsell by encouraging customers to interact with products in person before taking them home. This gives you a chance to present complementary products or accessories that might enhance the customer’s overall shopping experience. 

You can use this opportunity to cross-sell products by strategically displaying complementary items near the pickup area or by offering in-store promotions and discounts—whatever you can do to incentivize customers to make additional purchases.

Plus, the personal interaction with customers that comes with click and collect provides an opportunity for you to gather customer feedback. This feedback can be used to tailor recommendations and offer personalized shopping experiences in the future.

2. Greater Ability to Meet Customer Demand

In addition to offering added convenience, click and collect allows you to quickly capture customer demand.

With the option to purchase products online and pick them up in-store, customers can make last-minute purchases or buy urgent items without waiting for delivery. This is particularly useful for customers looking to make same-day purchases, such as items needed for an upcoming trip.

You can better meet customer demand and improve their overall shopping experience by providing customers the flexibility to shop how they want.

3. Higher Cart Value

Click and collect can lead to a higher cart value for several reasons:

  • Cross-selling: When customers pick up their online orders, retail employees can engage with them in person and show them related or complementary products they might be interested in purchasing. You can use this opportunity to cross-sell complementary products or merchandise and increase the overall value of the customer’s cart.
  • Access to in-store promotions: When customers come into the store, they may also be exposed to in-store promotions, discounts, and other sales incentives, which can increase the value of their cart.
  • Personal interaction: You can use personal interaction with customers during the click and collect process to gather feedback and tailor recommendations that could lead to customers purchasing additional products.
  • Convenience and accessibility: By allowing customers to inspect their purchases in person before taking them home, click and collect provides a convenient and accessible shopping experience that can encourage customers to make additional purchases.

Click and collect often leads to higher cart values by combining the convenience of online shopping with the accessibility of in-person shopping, which can result in higher customer engagement, more opportunities for upselling and cross-selling, and greater exposure to promotions and discounts.

4. Lower Shipping Costs

Retailers can save on shipping costs by offering click and collect as a delivery option.

When customers choose click and collect, they are responsible for picking up the items they purchased, eliminating the need for you to ship the items to your customer. This can result in lower shipping costs, as you only need to transport the items to a designated pick-up location, rather than to the customer’s doorstep.

Additionally, click and collect can reduce the need for costly shipping materials, such as boxes, packing peanuts, and labels.

5. Lower Return Rate

Click and collect allows customers to inspect and try on their orders in-store before taking them home, reducing the chance of dissatisfaction—and lowering return rates. 

Which Businesses Benefit from Click and Collect?

Implementing click and collect services can benefit businesses of all types, making the purchasing process easier for buyers and sellers. The gap between online and in-store shopping is becoming smaller, and retailers can seamlessly integrate click and collect into their existing retail models.

However, before offering click and collect services, it’s important to assess if it’s the right fit for your business and customer base. Factors such as distance from your retail stores can impact the popularity of click and collect.

Customer Proximity

If your customers are located far from your stores, it may not be the most convenient option for them, and they may opt for online purchases with home delivery instead.

To determine the feasibility of click and collect, analyze your delivery data and foot traffic at your physical locations. This will give you insight into the number of customers nearby who may benefit from this option.

Product Catalog

It’s essential to assess the feasibility of implementing a click-and-collect business model based on the type of products your business sells.

Retailers dealing with bulky and oversized items such as furniture may find it more beneficial to offer home delivery instead of click and collect, as the latter could be an inconvenience for customers.

However, retailers like IKEA focused on providing low-priced furniture have succeeded with click and collect as their target audience is willing to make the trip for the savings. crucialrtant to analyze your customer base and product catalog to determine the best approach for your business.

How to Implement a Click and Collect Strategy

Providing customers with a click and collect option can optimize their shopping experience. Here’s how to implement the click and collect model the right way:

1. Outline a Simple, Seamless Process for Customers

When implementing click and collect for your store, it’s vital to make the process simple and seamless for customers. Clearly mark pick-up points in your store, provide detailed instructions on how the process works and ensure the customer can get their order quickly and with minimal hassle.

2. Offer Real-Time Inventory Updates

Your website should accurately reflect the inventory levels of each of your retail stores. This way, customers can see which stores have their desired item in stock and where they can pick it up.

2. Provide Alternative Pick-up Options

Offer customers the choice between in-store pick-up and alternative pick-up locations such as lockers or curbside pick-up. Make it an easy, convenient choice for your customer to select a click and collect option.

3. Offer Incentives for Choosing Click and Collect

Consider offering discounts or loyalty rewards for customers who choose to pick up their orders in person.

4. Educate Your Team

Provide clear instructions and guidelines to employees on how to handle click and collect orders and their responsibilities, such as answering customer questions and how to package items for pickup properly.

Set clear expectations for order processing times and ensure that your employees have all the necessary tools and equipment to fulfill click and collect orders efficiently.

Provide customers with regular updates on their order status, including expected pickup times, and ensure your employees are trained on handling any issues that may arise.

5. Utilize Data to Optimize Your Process

Monitor customer feedback and sales data to continuously improve your click and collect process and offer a better customer experience.

One of the best ways to collect feedback is with post-purchase email surveys. Customers don’t have to stand in line and chat with your employees. They can provide their feedback from the comfort of their home.

Supplementing a Click and Collect Program With Virtual Inventory

By using virtual inventory in conjunction with click and collect, you can offer greater flexibility and convenience to your customers. This enhances the customer experience, encourages repeat purchases, and increases customer loyalty.

With virtual inventory, customers can check product availability at their local store and choose to collect their order on a convenient date or opt for a similar product with same-day delivery or a dropship option. This versatility can help boost your sales and revenue and ensure a smooth and seamless customer experience.

Ready to Offer Click and Collect to Your Customers?

Click and collect is a component of omnichannel retailing, which aims to provide a seamless shopping experience for customers across all touchpoints, including in-store, online, and mobile. 

By offering click and collect, you can meet the needs and preferences of customers who want the convenience of online shopping combined with the opportunity to physically inspect and pick up their purchases in-store.

It’s a smart move to introduce click and collect to your business, and your customers will appreciate the added convenience. 

Take advantage of this opportunity to enhance your customer experience. Talk with an expert about how Flxpoint can fuel your click and collect strategy.

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