Brits ‘clicking but not collecting’ £228m of goods
Written by Peter Walker
Almost three quarters (72 per cent) of retailers see Click and Collect services as a solution to drive High Street footfall, but with UK shoppers leaving £228 million worth of items uncollected each year, Barclaycard has argued more needs to be done to enhance the experience for shoppers.
It commissioned surveys in July of 250 UK retailers with more than 50 employees and an online presence, as well as 2,000 UK adults, 71 per cent of shoppers now use Click and Collect - selecting the option twice a month on average - yet 15 per cent admit to not collecting their purchases in-store.
Despite the challenges this can cause retailers, for instance in processing returns and managing stock flow, 87 per cent still consider it the fastest-growing delivery option.
One in three who have failed to pick up an item put it down to the Click and Collect process being a ‘hassle’ (30 per cent), preferring to wait for a refund before re-ordering for home delivery. Other reasons cited by shoppers include long wait times (25 per cent), poorly staffed collection points (25 per cent), struggling to find the designated Click and Collect area (17 per cent) and having to pay for the service (15 per cent).
However, 89 per cent of merchants offering the service have seen footfall increase over the past two years and 97 per cent have benefitted from additional revenue. Almost two in five (39 per cent) UK adults also said they would visit shops more often if the process was improved.
Cost efficiencies can also be made, with the retailers surveyed estimating that they could each save over £178,500 across delivery, packaging, returns and restocking costs, if more customers chose this option.
More than half of Brits (53 per cent) want retailers to offer special rewards and experiences to Click and Collect customers, while a third of shoppers (34 per cent) would also like to try out the products they have purchased.
Kirsty Morris, director at Barclaycard Payment Solutions, said: “Click and Collect is a win-win for both retailers and consumers – brands have the opportunity to not only increase the number of shoppers through their doors but also to reduce costs and returns, while generating revenue from Click and Collectors purchasing additional items in-store.
“Enhancing the Click and Collect experience is a potentially lucrative way for retailers to ward off the unprecedented challenges of the High Street and bridge the gap between online and in-store shopping.”
To demonstrate this, Barclaycard has partnered with Decathlon to create a microclimate experience for hiking fans at its Surrey Quays store.
With hiking products being among the most popular items that Decathlon shoppers purchase via Click and Collect, Barclaycard has re-created the microclimate of one of Britain’s most popular hiking spots, Mount Snowdon, to allow shoppers to try out their products in conditions that mimic its temperature and conditions.
Christian Baggaley, head of operations at Decathlon UK, said: “We have seen a real increase in the number of shoppers opting to use Click and Collect since 2017 and are constantly looking at ways to make the overall shopping experience better for our customers.”