John Lewis breaks click and collect record over Christmas

Published on 08 January 2015 by in Latest News

customer self service John Lewis breaks click and collect record over ChristmasJohn Lewis has revealed that its click and collect service broke records over the Christmas period. During the weeks of December including Black Friday, John Lewis said that its online sales grew 19 percent, with online revenue representing 36 percent of total sales, up from 32 percent during the same period last year, and over half of the online sales were picked up via click and collect.

Mark Lewis, online director at John Lewis, said in the company’s trading update for December 2014: “We had billed 2014 as the Click & collect Christmas and it certainly came to pass. The number of parcels sent into our John Lewis and Waitrose shops were up 30 percent on this time last year.”

Reports before Christmas predicted that the value of goods bought online and picked up at collection points would hit record numbers of £3 billion over this festive season, a 40 per cent jump on last year, highlighting that if click and collect wasn’t offered this Christmas, the retailer could lose out on business both online and in-store.

Click and collect is a popular way for retailers to bridge the gap between their online and physical presences. Beyond simply creating a more convenient customer experience, offering customers a quicker way to receive goods that they order, click-and-collect offers the opportunity for customers to ensure they are satisfied with their online purchases before leaving the store. Goods can easily be replaced or returned on-the-spot if necessary. This means returns, and the associated costs they entail, can also often be avoided.

Consumers may enjoy online shopping, but they no longer like waiting for deliveries. Customers now demand clear, guaranteed delivery options with click-and-collect becoming a popular choice, so that they can be confident their orders will arrive at a time and place they want. Going forward in 2015, numero believe retailers should be preparing themselves for this consumer trend, thinking beyond traditional delivery methods and investing in multichannel technology. The greatest challenge for retailers will be to produce a more seamless offering, where orders online can be based on in-store stock levels, this is where the multi-channel service will merge into an omni-channel one.

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