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BizReport : Ecommerce : November 25, 2015


Click-and-collect drives additional in-store sales

A new survey from ecommerce and order management provider Shopatron found that many shoppers this holiday season are looking for the convenience of ordering online and collecting in-store.

by Helen Leggatt

Nearly one-third of U.S. shoppers say they plan to use click-and-collect services when purchasing gifts this holiday season. This, says Shopatron, is a win-win situation for retailers as 40% of consumers make additional purchases in-store when they pick up their online purchases.

Furthermore, retailers save on shipping costs while driving foot traffic to stores.
However, in order for the click-and-collect to work, the process needs to be easy and hassle-free for customers, and many retailers are unprepared to provide the experience consumers demand.

According to Forrester Research, 70% of U.S. online consumers said they partake in buy online, pick-up in-store options. Earlier this year, King Retail Solutions asked shoppers in the U.S. if they were interested in buying online and picking up in-store - more than three-quarters (78%) said they were game. In fact, almost half of those polled said they had already taken this route in the past year.

Yet, a study earlier this year by RIS News found that only 21% of U.S. retail execs had up-to-date technology in place to handle the process seamlessly. Without the necessary processes in place, retailers risk products not being available at the correct time, thus causing a customer a wasted trip and damaging their reputation.

Barry Barnes / Shutterstock.com

Image via Shutterstock

Tags: delivery solutions, fulfilment, holiday 2015 trends, omnichannel, retail










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