Internet shopping is doubtlessly one of the key drivers of the recent growth in the retail industry, with more consumers than ever before choosing to have everything from groceries to home ware items delivered straight to their doors or reserving items for in-store collection. However, according to new research by Planet Retail, this technological craze is by no means a passing fad, as their report indicates click and collect is due to double in popularity by 2017.
Planet Retail found that 35 per cent of consumers buying items online in the past six months used click and collect as their favoured means of receiving their goods. Yet the industry body believes that, based on current consumer trends, this figure could reach 76 per cent of all online shoppers in the next three years.
Global research director at Planet Retail, Natalie Berg, points out that there are many advantages to click and collect over more traditional delivery methods.
She says; “Two of the biggest barriers to buying online are cost of delivery and inconvenient delivery times, making click and collect an increasingly attractive option for both shoppers and retailers.
“Fulfilment is poised to be the next big battleground in retail.”
It is certainly true that more and more firms are choosing to attempt to up their market share and online presence by offering a click and collect service, with British retailing powerhouses such as Asda, John Lewis and Argos all investing heavily into the initiative. Not only does click and collect overcome the awkward delivery times issue, it also gives consumers the peace of mind knowing that an item they desire is in stock and therefore their journey will not be wasted – hence its growing popularity with working families and commuters.
Companies are now coming up with increasingly inventive ways to cash in on click and collect, with Asda’s London Underground collection service being one of the most pioneering so far. Car manufacturer Volvo has gone a step further, however, by entering into a scheme which allows shoppers to have purchased packages delivered directly to the boot of their car.
Yet despite the resounding success of click and collect, the research also indicates that some retailers are still missing out on the lucrative opportunities afforded by the scheme. Out of the top 50 retailers in the country, only two thirds offer customers the opportunity to reserve an item in store for collection at a later date, while just 14 per cent offer additional collection options such as picking up items through a third party store or from a secure locker installed in a convenient place.
Unless these retailers pay attention to this in-demand consumer preference, they may find themselves falling behind rivals in this expanding market. And should Planet Retail’s forecast prove accurate, this could have an adverse impact on future business.
What is the most inventive click and collect option you have experienced so far?
