Click-and-collect drives additional in-store sales

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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

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ABOUT THE AUTHOR

Kristina Knight-1
Kristina Knight, Journalist , BA
Content Writer & Editor
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Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with BizReport.com, NBC News, Soaps.com, DisasterNewsNetwork, and many more publications.