The use of click and collect continued to grow over Christmas, with 41 percent of online shoppers using it in 2015. This was up from 39 percent in 2014, according to a recent report from JDA in collaboration with Centiro.
The use of click and collect continued to grow over Christmas, with 41 percent of online shoppers using it in 2015. This was up from 39 percent in 2014, according to a recent report from JDA in collaboration with Centiro.
However, 36 percent of these shoppers experienced problems with their click and collect orders, which suggests retailers have some work to do to improve the customer experience.
According to the JDA/Centrica report, the internet continues to be central to Christmas shopping, with 50 percent of respondents more than half of their shopping online.
Of the 41 percent who used click and collect, saving money on delivery charges was the main motivation.
This was cited by 56 percent of consumers, followed by greater convenience (49 percent) and greater confidence in receiving goods on time (25 percent).
While click and collect services run smoothly on the website, the in-store part can impact customer experience.
Some of these issues, like wait times, are down to staffing levels during the busy Christmas shopping season, others perhaps due to systems and training.
Another common issue is actually finding where to collect your orders when you arrive in store.
Simply placing clear signs around the store, as Tesco does, to direct customers makes a difference, and saves wasted time.
Other issues, such as items being out of stock at the chosen store, or orders being cancelled, are to be avoided at all costs.
The work that goes into attracting online customers and converting them is wasted in these cases, so retailers need to look carefully at the whole customer journey.
The sheer popularity of click and collect, and consumer demand for convenient delivery options means retailers need to up their game in this area.
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