Click and collect holds key for omni-channel conversions, new research reveals [UK]

By Fiona Briggs

Click and collect services are becoming key to driving conversions, both online and in the store, new research from Cybertill, a leading cloud-based software innovator has revealed. With almost three quarters (72%) of UK shoppers already using click and collect services, half of consumers (49%) said they use this delivery method more now than hey did a year ago. Cybertill also found that over a fifth (21%) of customers said they now use click and collect for half the purchases they make, underlining its popularity as a means of fulfilment. This popularity is helping retailers boost omni-channel conversions, said Cybertill; with 65% of consumers making additional purchases in-store when picking up their click and collect items. Having the option to order online and collect in-store is a key mechanic for keeping consumers on the path to purchase, researchers found. Seventeen per cent of shoppers said they would abandon a purchase if click and collect was not available from a retailer, and a further 28% said they would look to buy the same product from another brand or retailer that did offer this delivery option. But, while convenience and free delivery were the top motivations for consumers using click and collect services (75% and 74%, respectively), delays when collecting goods from pick-up points in the store are disappointing customers. A third (32%) said they had experienced long queues at collection points, and a further 32% endured long waits while store associates tried to find their parcel in the stock room. Ian Tomlinson, CEO and founder of Cybertill, said: “While it’s important for retailers to offer click and collect in the eyes of today’s digitally enabled shopper, it’s just as crucial to ensure that the experience remains seamless once the customer steps into the store.

This article originally appeared on Forbes.com