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Retailers with efficient Click and Collect enjoy a strong Christmas

Retailers with efficient Click and Collect enjoy a strong Christmas

Efficient Click and Collect in store service brings rewards

A recent article in The Telegraph again highlighted the direct correlation between Christmas sales success and having a robust online operation with an efficient Click and Collect service. Once again this highlights that Click and Collect shoppers are digital retail champions who retailers need to sit up and take notice of.

According to the IMRG Capgemini e-Retail Sales Index, online sales grew by  16pc to £91bn in 2013, accounting for 21pc of the total retail market.

The growth in sales was ahead of IMRG Capgemini’s forecast of a 12pc increase  for 2013, with December sales rising 18pc to £11bn as shoppers bought their   Christmas presents online.

Tina Spooner, chief information officer at IMRG, said 2013 had been “year of  the mobile”, with retail sales via mobile devices increasing by 138pc. In December, 27pc of all online sales were from a mobile device.

Link to full story – The Telegraph

Retailers now need to treat these mobile buyers with equal importance as traditional consumers who browse stores in order to make their purchase. Placing Click and Collect collection points on the 5th floor or moving the collection area on a weekly basis simply acts to alienate these ecommerce buyers and make them feel like they are second class shoppers.

Being passed around a store, having to wait in line at tills or customer service desks to ask a staff member for their goods leaves Click and Collect shoppers with a severe case of “collection fatigue”.

With more and more busy time poor consumers adopting the Click and Collect channel retailers need to consider how they can continue this digital journey once the customer arrives at the store. Having often already browsed, paid and completed their entire purchase in the digital world the logical approach is to allow them to carry on complete their collection in the same way.

After all, the quicker and easier the collection is to complete (for both consumer & retailer) the more time collecting customers have to make additional purchases during their store visit – a key trend with Click and Collect customers.

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