Jan 18, 2016
More Brits use Click & Collect over Christmas
Jan 18, 2016
Global retail agency Visual Thinking looked into how mums in the UK used Click and Collect over Christmas. It revealed that 89% of respondents used Click & Collect last year, up from just below two thirds the previous year.
Nearly a third of the mums surveyed said they used Click & Collect for up to a quarter of their Christmas shopping last year, an increase from just 14% in 2014. The most popular retailer for Click & Collect was Argos, followed by Tesco and Marks and Spencer. Boots, Next and John Lewis were also among the favourites.
The most popular category for Click & Collect was fashion, at 27%, toys & games at 24%, and homeware at 14%. About half of the mums taking part in the survey said they chose Click & Collect to save on delivery costs. This is despite the fact that a number of UK retailers, such as John Lewis, now charge a fee for orders for less than £30.
Karl McKeever, founder and managing director of Visual Thinking, said: “Click and Collect offers a convenient and cost-effective option for busy mums who want to treat their family at Christmas. For retailers this can lead to increased sales but it may also result in missed opportunities, for example, 67 per cent of mums who visited a store to pick up a Click and Collect order left without buying anything else. This means retailers must have a laser focus on finding ways to engage customers entering stores on such a shopping mission, without compromising the customers’ need for a fast and convenient instore experience.”
He explained that the way we shop now is changing rapidly:
“Customers are beginning not to see a differentiation between the channels they use to shop for goods, lines are becoming increasingly blurred. Instead they are only interested in shopping by store or brand. Retailers need to ensure that customers enjoy a connected shopping experience across all touchpoints, to reaffirm the overall brand experience. This includes everything from a fully operational website, to a positive instore collection experience, including excellent customer service and low waiting times.”
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