We look at what an excellent ecommerce click and collect offering should look like.
Click and collect has grown in popularity over the past few years, and is now offered by the vast majority of established multichannel retailers.
Indeed, Ampersand’s recent Multichannel Retail Report found that 68% of a sample of 187 retailers currently offer click and collect. For some categories, such as fashion, that percentage is higher.
Click and collect was one service that gave multichannel retailers a slight advantage over online-only retailers, though that advantage has been reduced thanks to the introduce of offline collection options like Collect+ where shoppers can collect items at local stores and petrol stations.
Amazon has responded to the challenge by introducing a massive network of lockers which allow customers to collect online orders from convenient locations.
Amazon’s recent acquisition of Whole Foods now gives it an opportunity develop its click and collect service, but for now most multichannel retailers still have some advantage over Amazon, and other online-only retailers.
These include the ability to use in-store inventory to fulfil orders more quickly, and to offer services such as trying out purchases on collection.
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