Click and collect services are becoming more and more important for ecommerce retailers as consumers’ expectations continue to grow and they expect to be able to pick up their purchases when and where they want.
A survey compiled by Econsultancy found that almost two-thirds of consumers have bought products online before collecting them in-store at least once in the last 12 months and 16 percent admitted to using the service at least once a month. The survey also revealed 50 percent of shoppers abandon their online purchase due to unsatisfactory delivery options.
This weekend Waitrose has announced that it will become the first supermarket in the UK to trial automated, temperature-controlled collection lockers, in a bid to step up its multichannel strategy.
The trial is expected to last a year and will be rolled out across eight Tube stations, although a spokesman said the locations were yet to be confirmed. The trial is also thought to later expand to Gatwick terminal, where lockers will be set up in long stay car parks.
Customers will be able to access the service online or through the Waitrose app, and will be sent a text message with a PIN that will unlock their food order. As consumer expectations continue to grow, the service which Waitrose is proposing offers added convenience to shoppers increasing overall customer satisfaction.
Waitrose ecommerce proposition development manager Andrew Newton said, “This reflects the changing way that our customers live and shop, with convenience a prime motivation for shoppers in the 21st century. One of the dominant trends in retailing is the growth of the ‘transumer’ – who wants to shop while they are on the go – and we hope this exciting innovation will appeal to those with busy lifestyles.”
As Christmas nears, new research has suggested that the value of goods bought online and picked up at collection points will hit £3 billion over the festive season, a 40 per cent jump on last year. Click-and-collect meets customers’ evolving demands and expectations, promising the convenience of picking items up at a location of their choice. numero believe that as retailers step up their multichannel offers, click-and-collect will form a more and more integral part of the shopping experience.