Click & collect popularity grows

Compared with the same period last year, the IMRG Capgemini Quarterly Benchmarking Index found multichannel click & collect sales stood at 13% in the Q3 of 2012. 

E-retail members body IMRG and technology consultancy Capgemini also said that, although year-on-year growth was strong enough, the Index actually recorded a dip over the following two quarters to 11% in the first quarter (Q1) of 2013, so the rate of growth since then has been particularly marked.

 

The organisations suggested both the convenience and certainty of not missing a delivery that click & collect offers seems to be striking a chord with customers. But the large and growing numbers of retailers promoting the service prominently as part of their proposition has also really boosted the rate of click & collect growth.

 

These include Boots, Tesco, John Lewis (including through Waitrose stores), and even eBay now through a deal with Argos.

 

Tina Spooner, chief information officer at IMRG, stated: “What we are seeing happen with click and collect is increasing consumer adoption driven by widespread retailer promotion who clearly feel that the convenience of the option can enhance the customer experience. The rate of growth demonstrates this level of support is working, with the Q3 figure surging 72% on the Q1 equivalent.

 

Based on the level of growth seen during 2013, Spooner predicted that click & collect sales would account for at least a quarter of multichannel online sales by the end of next year.

 

Chris Webster, vice president and head of retail consulting and technology at Capgemini, added: “With Christmas looming and the expected surge in e-retail sales, customers are looking for increased convenience when it comes to delivery or collection of their shopping. While home delivery is perfect in theory, failed deliveries is a challenge for retailers and customers alike as we try to track down parcels, arrange for redeliveries and eventually collect them from far from convenient locations – what I call the ‘accidental click & collect’. 

 

“Click & collect provides the ideal compromise enabling customers to collect their items at a time and place of their choosing whether from a retailer’s High Street store, a local shop or from one of the new locker services. So this Christmas, customers will opt to choose for click & collect rather than it happening by accident.”