Click and Collect is one of the biggest changes in shopping habits over the last few years. As I’ve touched on in previous articles, customers love the convenience of doing the browsing from home, or on-the-go with their mobile, combined with the immediacy of being able to have the item here and now by collecting it from the store, rather than waiting for (and in some cases paying for) delivery.
There are variations on click and collect, such as what some analysts call ‘webrooming’ - when the customer researches online but does not complete the purchase at the same time, preferring to come into the store to try on, or make a final check of the item. The risk of this approach for retailers of course is that the sale is lost between the screen and the store, or that the customer gets to the bricks and mortar shop and finds their item is not in stock at that location.
So what do these behaviours teach us about the approaches that retailers need to take to maximise their sales from Click and Collect. Expanding on that theme, what do they also need in place to ensure that they turn webroomers into buying customers?
The most efficient approach of course is to secure the sale online for collection instore – true click and collect. We know that the customer facing solution – the online store – is significantly enhanced (a better customer experience and a higher browser to purchaser conversion rate) if it includes key features such as:
If the potential customer is researching using your online store, but doesn’t complete the purchase there and then, the essential task is to get them to come into the store. In addition to the online features mentioned above, I am seeing retailers are using added incentives such as
The retailer has go the webroomer to the point of entering the store, with a product in mind and an intent to purchase. But there are still plenty of techniques that the retailer can use to ensure that the sale completes.
iVend Retail has helped retailers around the world drive Click and Collect sales.
Senior Vice President of Sales for Asia Pacific and the Americas, for CitiXsys, Paula Da Silva has more than 10 years’ experience in the retail industry associated with delivering innovative software solutions to mid and large sized retailers. Known for her strong track record of operational excellence and managing a global ecosystem of technology partners, Paula has been instrumental in building the iVend Retail into a global market leader in the retail industry and plays a major role in the Company’s overall performance.