Shopping online has become normal. Typically, a person will order goods in an online store, on a sales platform or directly from the retailer’s website. The desired items are then promptly delivered to one’s doorstep. With Click & Collect, things are a little different: orders are placed online, but the customer picks up the order at their preferred retail store or location.
We’ll discuss how Click & Collect works, what opportunities and challenges there are, and how retailers can integrate the concept into their own website or online retail shop.
The coronavirus crisis has made it difficult for stationary retail stores to continue with business as normal. Few manage to compensate for the loss of sales due to recurring and long-term store closures during lockdown. The search for alternatives has become even more important. Those who have not yet dared to enter e-commerce, can now take the decisive step.
The positive response to Click & Collect shows that retailers don’t need to combine a stationary store with online support and extensive delivery options in order to be successful. If you offer your customers the option temporarily (and possibly long-term) to order online and pick up their items in person, you can increase your chances of staying in business even during pandemic-related lockdowns.
There’s no simple answer as to the best mode for a Click & Collect service. The way the service works will depend on the individual retailer and which specific implementations they’ve made. A fashion brand, for example, may include fitting on-site as part of their service, while a restaurant would not offer a free taster sample. There are generally three steps that are central to most Click & Collect services:
A Click & Collect order differs from a standard online order mainly due to the last step: Instead of the typical delivery of goods through an external parcel or delivery service, the customers collect their items themselves. Depending on the type of product, the option has several advantages over traditional online purchases:
Click & Collect also provides an opportunity to push against the so-called ROPO effect. This describes the process in which customers first find out about a product on the web before purchasing it in brick-and-mortar stores. With a Click & Collect option, you can provide a middle ground, since the final dealtakes place on-site.
Click & Collect can be a great opportunity for retailers and brands to pursue customers to make a purchase. As a mix between e-commerce and stationary sales, the model reaches a big target group.
For the self-collection service to become a business-promoting component of the corporate strategy, it must also be designed to be as attractive and simple as possible for customers – which is often easier said than done. Organizing a smooth Click & Collect sale poses challenges for small and medium-sized businesses, which are often overlooked during planning.
The management of the inventory is part of the standard procedure. If you want to offer Click & Collect, you need to be on your toes. On the one hand, it is important to always keep stock availability up to date; and on the other hand, orders for goods that are not stored on-site should be processed promptly if the purchase is a Click & Collect purchase. Unlike normal online orders, customers hope to gain quick access to the products they have purchased.
When and where exactly can purchased goods be picked up? These questions need to be answered in detail immediately after purchase. If a time frame cannot be specified, it is sufficient to indicate that the customer will receive another notification as soon as the order is ready for collection. The seller should send these details as soon as possible.
There is a lot of work involved in everyday business. Anyone who takes care of incoming or canceled Click & Collect purchases and the preparation of goods will appreciate that being well organized is key. The same applies to responsibilities like customer service to solve questions and problems relating to collection.
Anyone who ordered and paid for goods online and has chosen Click & Collect won’t want to search for hours to find the area to pick up their items. Before the information counter becomes the first point of contact for Click & Collect buyers, retailers should do everything in their power to mark the location for picking up online orders and describe the route to get there where possible.
During exceptional times such as the corona pandemic, special measures are required when picking up goods on-site (if allowed!). Sellers and buyers may need to wear a mask or stick to social distancing regulations. In case of doubt, you should convert existing collection areas to suit the situation. Windows or temporary outdoor pick-up areas are just two of the possible answers to the difficult conditions.
Queues are one of the main criticisms for stationary sales. There’s little retailers can do to avoid queues which is why this is also a challenge for the Click & Collect model. But if you anticipate high demand – for example, during the holiday season – you could hire more staff to help and minimize waiting times.
If you want to offer your customers the option to Click & Collect their items, you’ve got a series of different options, depending on your business category and type of goods. Here are some of the favorite types of Click & Collect.
A website is a useful investment for plenty of good reasons. You can use your web presence as a point of contact for Click & Collect sales without the need for any additional technical extras. You just need to add an order function if payment happens on-site. This is a low-cost and less laborious option to incorporate Click & Collect for smaller retailers and restaurants.
If you operate a web shop, it’s often easy to active Click & Collect. Many available shop applications such as Shopify or WooCommerce, and many website builders and content management systems include functions that make it easy to integrate Click & Collect as part of the checkout process. If the option is not included in your standard installation, you can find extensions (e.g., plugins and add-ons, etc.) to help.
The MyWebsite builder from IONOS lets you design your dream website that includes a Click & Collect shop.
Some Point of Sale (POS) systems such as Shopify provide functions that can be activated to implement Click & Collect. If your shop system or your CMS or website builder does not offer support for your collection service, these systems are a good alternative.
From Amazon to DoorDash – large platforms to order a wide variety of products are a central element of the World Wide Web. If you plan to sell your goods on marketplaces like these, you can also offer your customers Click & Collect. In this case, however, sellers should consider that this may incur higher commission rates.
Register a domain name
Build your brand on a great domain, including SSL and a personal consultant!
Private registration24/7 supportEmail
When out shopping, most people actually pick up products to feel their quality, structure, and weight, occasionally even smelling or listening to them. This gives customers the chance of forming an emotional connection with the product, which can then lead to a successful sale. Since an online store cannot offer customers the same experience, quality product photos are instead needed in order to...
Selling products online expands your sales potential almost exponentially. Full-time entrepreneurs aren’t the only ones who can make a living selling products. Seniors, students, or anyone who has left work can enter the online business world and make a profit. After all, established brands such as Amazon would not be possible without e-commerce.
Whether you make unique arts and crafts, jewelry or sew your own clothes – it’s easy to share your products with the world. There are several simple and affordable options for selling your crafts online. Keep reading to find out more about selling on online marketplaces, setting up your own website, and using social media to your advantage.
These days artists have a variety of ways to sell art online. In this article, we will describe the advantages and disadvantages of selling art online. In addition, you will learn about the importance of your own artist’s website, why a social media presence is important, and what you should consider when choosing an online gallery.
Provide powerful and reliable service to your clients with a web hosting package from IONOS.
View packages
