Focus needs to shift back to the store

Focus needs to shift back to the store

Retailer investment focus needs to shift back to the store

In an article published on Siobhán Géhin, managing director of Kurt Salmon, part of Accenture Strategy, looked at the importance of stores in the customer experience.

The piece highlights how retailers often forget that the strongest part of their multi channel offering is their physical store network.

Here is an extract which picked out the mistakes often made when offering click and collect and that customers want stress free collection/shopping time…not to be made to jump over hurdles.

Creating an easy click-and-collect experience

Time-pressed customers who have chosen click and collect as a cheaper and more convenient alternative to home delivery want the experience to be fast and easy. The click-and-collect desk can no longer be located in a far-flung corner of the store.

According to the latest Christmas Shipping study from Kurt Salmon, part of Accenture Strategy, UK etailer deliveries took on average 2.6 days over the busy retail season, with bricks-and-mortar deliveries taking 3.4 days.

Click and collect is an efficient way to compete, providing faster fulfilment at a lower cost.

Retailers should also consider using click-and-collect traffic to increase conversion by making it easy for customers to try on items, and positioning selected merchandise around the click-and-collect area.


The full article on Retail Week can be found here


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