Retailers are facilitating the consumer demand to provide a seamless transition between buying channels, meeting their needs whenever and wherever they are at any given time. A new ICSC survey indicates that over 50 percent of adults use click-and-collect. Of those who use it, 61 percent use it frequently – at least once per month. And, it continues to rise in popularity: 47 percent of click-and-collect users say they used the method more now than a year ago.
“The use of click-and-collect demonstrates the ongoing convergence of physical and digital,” Tom McGee, ICSC president and CEO. “Consumers want options when making their purchases and the retailers who are offering the most channels are seeing more purchases being made.”
Click-and-collect demonstrates that having an online store augments in-store sales: 67 percent of click-and-collect users buy additional items from that retailer when picking up their original order and 60 percent make a purchase at a nearby store. The primary reasons for utilizing click-and-collect are no delivery fees (49 percent), receiving purchased items more quickly (40 percent), and assurance that items will be available when shopping in-store (33 percent).
Consumers are willing to wait up to one day for in-stock items to be available for pick-up (85 percent) and up to two days for out-of-stock items to be available (70 percent). Once consumers use click-and-collect, they are loyal to it: the majority (96 percent) of consumers who utilize click-and-collect continue to use it. During the click-and-collect process, shoppers care about receiving the correct product (57 percent), receiving product status notifications (53 percent), and picking up the items quickly (50 percent).
Click-and-collect is an investment in the physical and digital, providing a seamless experience for the consumer. The line between physical and digital retail continues to blur, and convenience and technology define retail trends.