The phenomenon of ‘click-and-collect’ has been increasing in popularity over recent months. Whilst initially the growth of this service could have been perceived as a loss of confidence in retailers delivering products, it is in fact being successfully portrayed by many retailers as yet another method by which to evidence their dedication to customer service – the provision of additional methods of delivery, not alternative ones.
For instance, news from this month shows that the multi-channel success that Asda’s fashion business, George, has enjoyed in the past year is in part due to the introduction of the click-and-collect service in store. The company is now planning to capitalise on click-and-collect customers who, figures have shown, are spending an average of £9.30 extra when they come to collect goods.
Following in the footsteps of early adopters is Musgrave, the Budgens and Londis operator, who is searching for a large retail partner with whom to secure a click-and-collect joint venture, in the hope of emulating the success of rival group Spar’s click-and-collect service.
The increasing success of such a service can be attributed to the convenience it offers customers of retail chains that have a lesser presence or complete absence on the high street, as in the case of some e-tailers, by providing an accessible collection point. However, as with all delivery services, their success is ultimately dependent on the efficiency of the service to deliver customer goods on time and to the location specified.
Those retailers now looking to follow suit and offer click-and-collect to their customers, should be mindful that it is an extension of their delivery methods and not a replacement of existing reliable delivery services. Striking this balance and applying the same thought processes, methodologies, goals – and even technologies – used in successful existing deliveries, will give retailers a competitive edge, as has been demonstrated by Asda and Spar.