Click & Collect has been a popular shopping model - not just since the pandemic. In a study by Boniversum & bevh, around 60% of consumers surveyed in 2018 said they had already tried Click & Collect. But also after the pandemic, many customers still want to use Click & Collect: 20% of German customers even expect to use it more (Deloitte Global Consumer Pulse Survey 2021).

Click & collect remains a popular shopping model even after the pandemic.

Why Click & Collect?

Click & Collect follows a simple principle: buy online, pick up in the store. Customers order the goods they want in the retailer's online store and select a store of their choice as the pickup location. At the same time, they initiate payment via the online payment system. The order is then picked and delivered to the selected store, so that the customer only has to pick it up. This model works for various sectors, such as fashion, lifestyle, consumer electronics, food, books, etc. The customer can then pick up the goods at the store of their choice. When implemented correctly, a Click & Collect service offers various advantages for retailers.

Increasing store relevance and expanding service offerings: With Click & Collect, retailers can compensate for stagnating store visits, optimize store utilization, and integrate a personal touchpoint into the eCommerce business.

Increased profitability: Customers do not pay for shipping and the retailer does not have to commission a shipping service provider. In addition, the increased customer frequency in the store increases the opportunity to cross-sell and up-sell.

Improving customer satisfaction: Click & Collect offers customers various advantages over standard in-store shopping and traditional e-commerce. They benefit from a stress-free shopping experience, time saving, guaranteed and fast availability, and reduced delivery costs.

Properly implemented, a Click & Collect service offers several advantages for retailers.

The perfect customer journey for Click & Collect shopping

If you offer your customers a perfect customer journey during their Click & Collect purchase, they will most likely shop with you again and even recommend you to others. So, when implementing a Click & Collect service, you should definitely aim for an optimal customer experience. But what does a perfect customer journey look like?

Inform about the service and product availability in the online store

The condition for a successful Click & Collect service is that the retailer fully integrates the service into the processes and advertising measures of its online store. In many online stores, the Click & Collect service offer is hidden in the checkout. The recommendation of the International Retail Federation (IRF) is to promote and offer Click & Collect not only on the home page, but also on the product detail pages. In addition, a product availability display is crucial, as fast product availability positively influences the customer's decision-making process.

Keep the ordering process as simple and clear as possible

All aspects that could negatively influence the customer journey in the ordering process or even discourage purchases, should be avoided. These include, for example, confusion or technical problems in the store. Also, the need to create an account, the obligation to reach a minimum order value, or fees for using the service are no-goes.

Keep your customers informed about the status of their order

Customers order via Click & Collect and then don't know whether they will be able to pick up their order in two hours, two days or two weeks - a worst-case scenario. For an ideal customer journey, customers need to be informed about the approximate waiting time immediately after placing their order. And even afterwards, they need to be informed about the status of their order at any time, right up to the information that the ordered goods are ready for collection.

Offer different payment options

A satisfactory customer journey naturally includes a sufficient selection of payment methods. Credit card, direct debit, Paypal, purchase on account - the options are diverse and every customer has their own preferences. In any case, there should be the possibility to make the payment via the payment system of the online store and not only when picking up the goods in the store. This type of service is in fact Click & Reserve and not Click & Collect.

Provide the ordered goods quickly

Click & Collect offers the greatest added value when customers receive the goods within a short period of time by picking them up. Therefore, you should aim to provide customers with their order within two hours or less. Since such a service also requires corresponding process efficiency, employees should be supported in picking through a picking app in order to quickly assemble, pack and prepare the orders.

Offer your customers an optimal in-store experience

In-store pickup is an important part of the Click & Collect customer journey. Therefore, you should enable a smooth pickup process. For example, set up a separate pickup area with visible signage for Click & Collect orders. Equip this with a silent alerting system so that store staff are made aware of customers and can serve them quickly. Ensure a convenient and digitized handover of merchandise without customers having to fill out forms or staff having to search for the merchandise. In the case of a clothing item, customers should be able to choose whether they want to try it on immediately in the store or at home after placing their order.

Ensure a simple returns process

If customers do not like the goods they have ordered or if they do not fit, they must have the option of returning the item at any store, even if the item was not picked up there. Make things as easy as possible for customers here as well and avoid cumbersome bureaucratic procedures. Also ensure that the refund is processed quickly and easily.