UK: Click-and-collect service provided by just 44% of top 50 retailers

Just 44% of the top 50 retailers in the UK, by revenue, allow customers to order products online and collect them at the nearest store, despite multi-channel shopping becoming an increasingly popular purchase method.

"In-store and online crossover is a growing trend, but the number of retailers offering this service is low - even when taking into account that certain product types may not suit the click-and-collect model," said Paul Bolton, Director of Product and Corporate Strategy at IVIS Group.

"Retailers need to start thinking like shoppers. Running a unified operation means the customer gets the best experience."

According to Bolton, there is a widening gap between retailers that provide a seamless multi-channel approach. Of those that offer click-and-collect services most are well placed to meet consumer expectations. More than three quarters (77%) allow consumers to make orders both from websites and mobile devices, just 23% only provide the service from websites.

IVIS Group's first annual multi-channel maturity benchmark report, "Customer first, channels second", is available to download online.

Tags: click-and-collect, digital trends, ecommerce, mobile shopping, multichannel marketing, online shopping, retail