2017 Click and Collect Study Confirms 59% of Omni-Channel Retail Shoppers Buy More!
Thursday, May 25, 2017

Categories: Click & Collect

2017 Click & Collect Study: 59% of Shoppers Buy More On A Pickup!

Bell and Howell just released their 2017 Click and Collect Retail Consumer Preference Study. The research adds to the growing base of evidence showing the benefits of omni-channel retail for both retailers and shoppers. Part of the importance of this research is the confirmation of the importance of in-store pickup for any omni-channel strategy.

In-Store Pickup Increases Sales

In an earlier post, we stepped through a click and collect return on investment model. It aggregated five studies that asked similar questions of shoppers. On an in-store pickup order (click & collect), how often did the omni-channel retail shopper purchase additional goods? The five studies averaged out to 62%, meaning that customers purchased additional goods 62% of the time on a pure pickup stop in. The Bell and Howell study found that 59% of customers purchased additional goods. This strongly supports the case that retailers simply need to consider omni-channel strategies as a means of driving additional sales – beyond the online purchase.

Click and Collect Retail Consumer Who Purchase Additional Items On Pickup
Shoppers who purchased additional items (from p14 of ‘2017 Click and Collect Retail Consumer Preference Study’ with permission from Bell and Howell)

 

Why Do Retail Shoppers Pickup?

Another key question the study asks is ‘Why customers want to do their own in-store pickup?’ The two top reasons cited are the:

  • Quick in and out experience – 56%
  • No Waiting in Line – 22%

This means retailers need to make sure customers can get to their purchased goods – fast! Furthermore, make sure customers who do come in to the store for their purchase pickup, do not wait in a 17 minute line to get their goods. To point number two: get rid of lineup altogether.

2 Top Reasons Shoppers Want Click & Collect? 1. Quick In and Out (56%). 2. No Waiting In Line (22%)Use this as a service-excellence moment of truth. Do everything you can to make the pickup experience fast, friendly, and an experience that feels like a premium service. That will entice them to repeat this journey, and even tell their friends about how great and fast it was. When 59% of shoppers will buy more goods doing a pickup, you want to encourage as many pickup orders as possible!

Think about a special pickup desk at the front of the store, with large, clear signage. Get rid of the line altogether by thinking about a pickup locker system right in your store. Could you ask for a better service experience, than instant access and zero lineup time?

 

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Make My Pickup Fast!

Asked about waiting to be notified that their in-store pickup order is ready, consumers generally expect the order pickup to be available between 2 – 4 hours after ordering. In fact, 24% of shoppers were even willing to wait 24 hours.

Yes, 24 hours Can Work For Click & Collect But Most Customers Prefer 2 - 4 HoursYet, it does not take too much searching to find that many policies today set expectations at 3 – 7 days for a pickup to be ready. If your policy is in the 3-7 day range for pickup … you will need to do some business process improvement work to tighten this. The last thing you want is to roll out a new omni-channel strategy, only to have it tarnish your brand reputation based on the long pickup lag time.

Remember 24 hours works, but a 2 – 4 hour commitment is what your customers really want.

Congratulations

Well done Bell and Howell, on a very informative report on the state of click & collect in North America. It is a well-structured example of independent research. Well worth the read, for anyone planning their next strategy in retail.

 

Author:

Charles Dimov - Director Marketing OrderDynamicsCharles Dimov is Director of Marketing at OrderDynamics. Charles has 21+ years experience in Marketing, Sales and Management across various IT and Technology businesses. Previous roles include Chief of Staff, Director Product Marketing, and Director Sales. Charles has held roles in brand name firms like IBM, Ericsson, HP, ADP, and OrderDynamics.

 

 

 

Related: 

6 Biggest Mistakes in Buy Online Pickup In Store

Get the Competitive Advantage with Click and Collect

It Might be Time to Invest in Pick-up Lockers