In the wake of a global pandemic, amidst social distancing guidelines and lower in-store capacity caps, retailers and consumers alike have adopted new practices and habits—pivoting into a new world for retail. 73% of shoppers adopted new shopping habits and behaviours in the last year (and over 60% plan to continue those new practices). We’ve seen a direct impact of new behaviour in both digital shopping and social media with a 50% year-over-year increase in revenue over the holidays for digital shopping and a 104% increase in the number of purchases made directly from a social media channel.
And retailers that adopted creative options for contactless pickups, such as kerbside, drive-through, or dedicated Click & Collect pick-up points, grew more than 60%.
Plus, as retail stores evolve into more than walk-in shopping centres, the distribution centre model lends itself to better inventory controls. And while recent freight delays and high shipping costs have highlighted supply chain strains, this new model paves the way for Click & Collect to be a lasting trend.
2. It improves convenience and reduces friction.
The checkout process has long been deemed a moment of friction for many customers. Bouncing at checkout when shipping costs or estimated arrival dates are presented is common. And while 80% of consumers say convenience is a top priority in a positive customer experience, many retailers miss the mark at the most convenient checkout option of all—buy online and pickup in-store. When a customer is presented with a Click & Collect option, it reduces the friction that typically accompanies shipping retail goods across the nation. s say they feel frustrated when their shopping experience is impersonal. Click & Collect solves this problem in two main ways. First, it offers a choose-your-own-adventure option at checkout—buyers can select the option that works best for them. And second, it’s location-specific. A personalised journey targets your specific needs, and with a local inventory check, buyers can find exactly what they need (and know in real-time if it’s in stock, without going to the store first).
If you’re a retailer considering Click & Collect, there are few key ways you can make it work for you:
Show up online.
Businesses that show up in the top search results have a 75% chance that a shopper will click into their site first. Show up as consumers are looking for products—focus your efforts on search rankings with a high priority on reviews, your Google My Business listing, and your average star rating.
Offer contactless payment options.
Consumers aren’t ready to walk away from contactless payments. Nearly 80% of consumers expect to see local businesses offering contactless payments, even after the pandemic ends. If your Click & Collect strategy doesn’t include the complete checkout experience online before picking up the order in-store, make sure your in-store experience includes a contactless payment option.>
