New consumer research finds growing popularity of buying online and collecting instore, pointing the way toward an increasingly multichannel retail future
New survey findings suggest that ‘click & collect’ was the success story for retailers this Christmas, with 20% of shoppers buying items online for instore collection in the run up to the festive season.
Experience design agency Foolproof
commissioned research among 1,000 shoppers, conducted by Usurv
on 23 December 2013, on whether they had bought an item online for instore collection in the run up to the festive period.
Lucrative potential for growth
In total, 20% of respondents said they had done so, with those on higher incomes being 50% more likely to use the service than those on low incomes (24.4% versus 16.2%).
With UK retail spend estimated to have been worth £12 billion during the four-day run up to Christmas alone, click & collect has emerged as one of the main drivers behind another big increase in online sales:
Other retailers pitching in with new or improved propositions during the last year included Argos with eBay
, as well as Boots, Debenhams, Selfridges, Tesco and Waitrose.
Online sales and store traffic boost
Peter Ballard, managing partner of Foolproof, stated: “Click & collect offers an enticing ‘win-win’ for both retailers and consumers. Consumers can still enjoy all the benefits of shopping around on digital channels at their leisure, but can avoid the more frustrating side of the online retail experience such as queues, inconvenient and unreliable delivery times and the hassles of returns.
“For retailers, it is a significant driver for online sales, but also pulls customers instore, where smart retailing can lead to further purchases and ancillary sales.
“Most of all, it shows that retailers are finally getting to grips with the realities of multichannel retailing. Click & collect requires digital and physical retailing skills and works best when the store and digital teams work together to deliver a seamless experience for the customer.”