The Click & Collect is inarguably a high-profile undertaking: it carries more brand impact than traditional channels as it critically relies on customers being able to take delivery of their goods quickly and accurately.
Today, nearly all retailers understand the reasons why they should offer a Click & Collect service, which include increased online conversion, the opportunity to sell an extended product range online and the chance to upsell at point of collection.
Another extremely important factor is competition – when other retailers are offering this, you cannot afford to be left behind. From the customer point of view, Click & Collect means no need to be inconvenienced by home deliveries, ease-of-return to store and – above all – being able to get their hands on their orders quicker.
In the race to deliver an integrated omni-channel experience, most retailers are in fact already offering Click & Collect alongside other fulfilment options. But the experience of many – with Click & Collect being rapidly, exponentially embraced – means it has grown faster than retailers can keep up. The incremental expenses involved means that most retailers are struggling to make it profitable.
The reasons for this are many and various, but primarily lie in the inescapable fact that instore collection is much more complex than e-commerce home delivery, with many added steps to the process including picking from store stock, putting away, customer recognition and order locating.
So the focus is changing from implementing to optimising the Click & Collect offering. And in order to deliver leading-edge fulfilment, retailers need best-in-class technology.
Three steps to profitable click and collect
This eBook looks at three steps to Click & Collect heaven, with clear examples of best practice and case studies around how leading retailers have made Click & Collect work for them – profitably.