What are the Benefits of Click & Collect

Online shopping is ever increasing, with more and more shoppers choosing to purchase items from the comfort of their home, rather than facing the hustle and bustle of town centres and supermarkets. The benefits of online shopping are clear – it’s easy, convenient, can be done at any time day or night, and you don’t even have to get out of your PJs. 
 

The online channel is increasing year-on-year for Food & Grocery shopping as shoppers make use of the convenience of this channel. For families in particular – children don’t have to be dragged around the supermarket and mums and dads aren't forced to juggle a baby, shopping bags, and an umbrella all at the same time. The food is delivered to the door (even to the kitchen table in some cases). But of course, as with anything, online shopping isn't flawless. Shoppers complain about delivery charges, missed deliveries, and substitutions, amongst others. That’s where Click & Collect comes in.

 

Click & Collect works initially in the same way as normal online shopping – the shopper goes online and chooses their items, and proceeds to the checkout. However, instead of the items being delivered to the shopper’s home, the shopper picks them up outside of the home.
 

You might think, what is the point in that? Well, as we’ve mentioned, there are issues with standard online shopping. With Click & Collect the charges are much lower, and in some cases the service is free of charge. This is a great advantage as Evolution found that in 2011, over 50% of shoppers cited the cost of delivery as a barrier to online shopping.

 

Also, shoppers don’t have to wait around for delivery. Many find the delivery slots offered to be too large of a window and un-flexible. Either the shopper has to set aside a large portion of the day in which they can’t leave the house, or if something comes up, they can’t change the time. With Click & Collect, items are stored for collection at a time that suits the shopper. All they have to do is turn up and the rest is done for them. This still eliminates the trouble of in-store shopping, but does allow them the option of nipping in-store if they have forgotten any items, or just want to check out the offers.
 

Of course standard online shopping is still a better option for some shoppers (those without a car, for example), and the system is still in its relative infancy, but at Evolution we see great potential for Click & Collect in the future.  Our latest research in France highlights the advanced nature of this model compared to here in the UK. For shoppers opinions and further insights into Click & Collect, please see our 2012 report on this subject.