Almost 90 percent of mums used Click and Collect for their Christmas presents in 2015, according to research from global retail agency Visual Thinking.
The new findings, which have been published in a white paper, show that 89 per cent of mums used the service, compared to just under two thirds last year, highlighting the importance of retailers getting it right. Nearly a third of respondents said they were choosing Click and Collect for up to a quarter of their Christmas shopping last year, rising from just 14 per cent in 2014.
Argos’ Click and Collect service proved to be the favourite among the shoppers, followed by Tesco and Marks and Spencer. Other big high street names, including Boots, Next and John Lewis, also appeared in the top ten. Fashion topped the list for the most popular items purchased at just over 27 per cent, followed by toys and games (24 per cent) and homeware (14 per cent).
Around half of the mums who took part said they use Click and Collect to save money on delivery costs – despite the fact that some retailers, for example John Lewis, have introduced a charge for orders less than £30.
The survey also revealed a loophole in the recent changes around plastic bag legislation, with one respondent saying the goods came in a bag so they didn’t incur the 5p charge.
Karl McKeever, founder and managing director of Visual Thinking, said:
“Click and Collect offers a convenient and cost-effective option for busy mums who want to treat their family at Christmas.
“For retailers this can lead to increased sales but it may also result in missed opportunities, for example, 67 per cent of mums who visited a store to pick up a Click and Collect order left without buying anything else. This means retailers must have a laser focus on finding ways to engage customers entering stores on such a shopping mission, without compromising the customers’ need for a fast and convenient instore experience.”
He also warned that retailers must remove silos that still exist between channels.
“Customers are beginning not to see a differentiation between the channels they use to shop for goods, lines are becoming increasingly blurred. Instead they are only interested in shopping by store or brand. Retailers need to ensure that customers enjoy a connected shopping experience across all touchpoints, to reaffirm the overall brand experience. This includes everything from a fully operational website, to a positive instore collection experience, including excellent customer service and low waiting times.”
For more information on Visual Thinking, and to read the full version of the white paper, visit: http://visualthinking.co.uk/blog/wp-content/uploads/2016/01/Click-and-Collect-Insights-Report-2016.pdf
Max Bevis / Dan Trussell
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