While click-and-collect gave early retail adopters an advantage, analysts see it becoming a must-have.
According to one quarterly survey, click-and-collect represented 8.8% of all orders multichannel businesses took in 2011. By 2015, that figure reached nearly 23%.
Click-and-Collect Helps Retail Meet Customer Expectation
Consumers like products delivered to their door. That convenience (and price) translates to a growing share of retail sales pie for eCommerce. Back in 2010, 4.2% of all US retail sales were through eCommerce. By 2017, it reached 8.5%. Yet, despite the very real pressure eCommerce that shift has put on retail, people split their spending between channels.
And consumers want options. They may not want to take a particular delivery home, or they may want a product sooner than later. According to an annual survey of 1,000 US consumers, 50% used click-and-collect for those reasons in the last 12 months, up 44% from the previous year.
It Saves Money on Last-Mile Delivery
Multichannel retailers sell across multiple platforms. If one channel is an eCommerce website, the cost to ship a customer will drive up overall costs. In fact, that last mile represents up to 28% of total transportation costs. Obviously, click-and-collect significantly reduces the cost. However, there’s a catch. Consumers do expect an incentive to use click-and-collect, such as a discount on prices. This is exactly what Walmart started to do earlier this year.
It Increases Your Chances to Sell More
Giving customers the click-and-collect options helps solidify the retail space as a destination. In other words, it increases foot traffic. When customers come into a retail location, they will see many other potential reasons to spend money with you. It may not lead to a lot of additional sales, but any additional sale is good. According to the annual consumer survey cited above, 40% of the click-and-collect customers sometimes made additional purchases in-store.