Click & Collect Shopping is Here to Stay

Ombori on Click & Collect shopping

What is Click & Collect Shopping?

Click and collect shopping combines the appealing immediacy of in-person retail shopping with the convenience and safety of online shopping. It refers to the practice of ordering items online via a store’s website or app, or through a third party, then picking up the items at the store.

  1. If a customer does not pick up their item within a specific window of time, most companies will send pick-up reminders. And if the customer decides they no longer need the items or do not have time to retrieve the order, then the payment for the order will be automatically refunded.

Growth During the COVID-19 Pandemic

Prior to the pandemic, click and collect shopping was already slowly on the rise. However, once social distancing guidelines were released and consumers were prompted to stay at home, click and collect shopping rapidly expanded. Here’s what the numbers tell us:

  • US shoppers spent billion via click and collect shopping in 2020, a 106.9% growth rate over 2019.
  • Click and collect sales grew from accounting for a share of all retail eCommerce sales to a 9.1% share.
  • Total buyers jumped from 127.4 million people to 143.8 million people, a growth rate.
  • Walmart, The Home Depot, Best Buy, Target, and Lowe’s accounted for $44.2 billion of the $72.46 billion total for US click and collect last year. Click and collect sales accounted for 41.9% of combined eCommerce sales at these five companies and an eye-opening 50.2% of their combined 2020 eCommerce growth.

Click and Collect in a Post Pandemic World

Research suggests that the future of retail lies within an omnichannel approach — a philosophy that retailers can abide by to ensure they can meet the demands of their customers by offering them flexibility and convenience via in-store and online platforms. One facet of the omnichannel approach is the inclusion of click and collect shopping.

  • More convenient than delivery. Most consumers are reluctant to order product delivery from retailers due to the associated shopping fees. Same-day pick-up, on the other hand, allows customers to avoid these fees. For the retailer, pick up also requires fewer resources compared to delivery.
  • The option to upsell. While customers are shopping in-store, they may be overwhelmed with options, often turning to the best deal when finalizing their purchase. However, click and collect allows businesses to upsell items via simple notifications, which increases their overall profits.
  • Offers customers flexibility. In our fast-paced world, consumers are searching for companies that can accommodate their busy lifestyles. Click and collect offers a solution since customers can pick up items at their convenience while avoiding long lines in stores.
  • Increased loyalty and customer satisfaction. Offering transparency about which items are available in-store allows customers to avoid wasting their time visiting stores that are out of stock of their desired items. Click and collect allows customers to view which items are in stock and plan their visit accordingly.
  • Quick integration with their existing platforms. Retailers no longer need to develop the software for click and collect shopping themselves; instead, they can rely on tech companies such as Ombori Grid to integrate the new software with their existing platforms.
  • Accommodates the digital world. The future is digital, and click and collect shopping supports this reality. Consumers spend nearly 8 hours per day on digital content, and offering online shopping allows retailers that traditionally rely on brick-and-mortar sales to tap into this behavior.

Turning to Click and Collect Solutions

During the pandemic, many smaller retailers were unable to leverage click and collect services. Whether it was due to lacking capabilities or prohibitive costs, many were instead forced to close their doors and wait out the storm of the COVID-19 pandemic. Now that vaccines have rolled out and government restrictions are coming down, these retailers are learning that adopting click and collect shopping will still be a necessity for the future of their business.

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