With the rise of eCommerce, in 2020, there are 2.05 billion digital buyers, which means 1 out of every 4 people is an online shopper, and this number is expected to grow to 2.14 billion in 2021. Meanwhile, the desire for an in-store shopping experience is still going strong. First Insight report stated that 71% of shoppers spend $50 or more when shopping in-store, compared to only 54% of shoppers when shopping online.
So what does it mean? A pathway is open, allowing these 2 seemingly contrasting techniques of shopping to exist together in a harmonious way: Click-and-collect.
What is click-and-collect?
Click-and-collect is simply clicking to buy online and then collecting at the store – it is an omnichannel retail strategy. The hybrid eCommerce model combines physical and digital shopping experience into one, creating a seamless shopping experience for customers. Click-and-collect is also known as ‘buy online, pick up in-store’ (BOPUS), so don’t be confused if you see these two words being used interchangeably.
Click-and-collect benefits to customers
By using click-and-collect, customers get to control when they want to pick up their items, therefore, they wouldn’t have to worry about missing the delivery. Moreover, by picking up the orders themselves in-store, they could save on shipping costs. And when they want to order an item that isn’t available in their local store, click-and-collect lets them browse and order from other stores.
This seamless experience takes the edge off stress for time-pressured customers by combining the comfort of shopping online with the speed of same-day delivery.
Click-and-collect benefits to retailers
The method allows retailers to make their online and physical shopping experience more fully integrated, ultimately creating a seamless shopping experience for customers.
Another research revealed that 82% of shoppers are more likely to shop online if they could return products in-store. This reduces the return rate by making sure that customers are satisfied with their purchases before leaving the store.
Although you have to pay to set up the click-and-collect system, you wouldn’t have to pay for delivery drivers to drive everywhere, therefore you would save a fortune when implementing this method.
Even if your online store doesn’t have a physical store, you could still use click-and-collect. Various stores collaborate and let customers collect orders at their stores.
For example, if you place an order from Argos, you could collect in either Sainsbury’s or Homebase.
Or maybe you don’t have any store to partner with, pick-up lockers are great alternatives. When customers order an item, retailers (you) would put the item into the lockers, then customers would receive information about where and how to collect them from the lockers. Pick-up lockers are available almost anywhere and are theft-proof since buyers are the only one know about it.
How to set up click-and-collect?
Click-and-collect could be set up to include any location that is put up by brands. First, it is important to make sure that there is enough demand inventory within the store. Next, physical space is also crucial in order to receive, process, send, and retrieve for customers.
In ConnectPOS, brands could set-up their pick-up location(s). Once arranged, click on ‘Allow click and collect’, and your customers could choose which location is convenient for them.
Click here for the full click-and-collect setup guide.
To sum up
Click-and-collect has a rather low entry cost, so there is no reason why you should not implement it into your POS system. It could act as a driving force for in-store purchases. Customers had already done their research online before going into stores to buy the products. Click-and-collect is simply a way for retailers to mirror cross-channel service that customers are trying to do themselves.
During the pandemic of COVID, click-and-collect is the best choice there is, stores now even offer contactless-pick-up, perfect for when customers want to go out but don’t want to risk their health.