Click and Collect comes of age

Click and Collect comes of age

Click and Collect use now at 63%

Click and collect has now cemented itself as more than just a consumer option….. its now a shopper demand. From a shopper perspective, it brings together the best of both worlds; removing the risk of a product not being available in store, or not turning up by delivery, or them missing its arrival at home. During Christmas 2013 John Lewis enjoyed strong online sales, fuelled by a 60% jump in the use of its click and collect service. An astonishing 70% of all Tesco Direct orders were picked up by Click and Collect. A recent study on showed that 63% of shoppers have used c&c in 2013.

Click and Collect is here to stay and the consumer demand for it is now a major consideration for all retailers. The focus of customers has now shifted to the service they receive when undertaking a Click and Collect store collection. Retailers realise not being able to fulfil an order is consumer suicide and huge efforts are made to get the order to the store in the quoted timescale.

But what is often neglected by retailers but hugely discussed in social media is the service at the store. Long collection delays, being passed between store staff, or not being able to easily identify where to collect from are all serious customer frustrations that are influencing where consumers shop. Twitter and Facebook are full of consumer criticisms and complaints about poor service when collecting at the store.

No longer is price the main deciding factor for the consumer, if a retailer offers a fast, simple, reliable and standardised store collection journey but is more expensive, many customers will select this retailer over one where the goods may be cheaper but the collection is not convenient.

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