Click & Collect: why it is important for retail companies and beyond

 Thanks to this new propensity it is possible to involve more users within the physical store. Let's find out what Click & Collect is and why it is so important today

In recent times, the concept of Click & Collect has become increasingly popular within the commercial sphere . Large-scale distribution (GDO) and the retail world pay more and more attention to this marketing strategy. An increasingly widespread way to satisfy customer requests and push them to enter the physical store . Let's see what Click & Collect is and why it is important in today's trading ecosystem.

Click & Collect: what is it about?

From a literal point of view, Click & Collect means “Click and collect” and identifies all those marketing operations that provide for the possibility of ordering a product through online channels and subsequently withdrawing it from a physical store .

Click & Collect is fully part of the concept of omnichannel , i.e. the ability to successfully manage both online and offline channels, with the sole aim of encouraging customer intentions and improving the Customer Experience .

Click & Collect: times change rapidly

We didn't have time to enter the era of online commerce (with home delivery) that users' intentions are already changing. According to various researches, above all that of Statista, Click & Collect is one of the services that in recent years has obtained a greater number of requests .

On the one hand due to a greater propensity of customers to order online, on the other due to the growing need of companies to involve people to guide them in the physical supervision. The meeting point is called Click & Collect: the order placed quietly from your device and the collection offered in the store at the time deemed most appropriate by the user.

The advantages of Click & Collect for companies and customers

Why are consumers increasingly choosing Click & Collect? The main motivation lies in the concerns that accompany an online purchase . Receiving the product at home there may be delays or a delivery made in your absence. Not only that, for a certain category of products, for example clothing, there is no possibility to try the product in advance. Misunderstandings of this type decrease the level of trust of people towards companies, thus interrupting a hypothetical long-term relationship in the bud. Click & Collect is a huge advantage in this case.

Another benefit for e-commerce companies is costs . To promote customer satisfaction, each brand provides a (often) free return service. With Click & Collect this burden is eliminated, because a user can very well check the product in the store . It should not be underestimated that the possibility of bringing users to the store means being able to show them other products as well, developing cross-selling actions and improving customer loyalty and shopping experience.

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And the customers? It is undeniable that, if on the one hand the convenience of receiving the product at home is lacking, on the other hand there is the possibility of being able to touch the purchase , try it, verify it. And above all the opportunity to be able to decide how and when to collect what has been purchased.

Click & Collect: useful tips

But how to set up a perfect Click & Collect strategy ? To be successful with this marketing technique you need to respect some good practices, here they are in detail:

Keep the prices of the online channel aligned with those of the store;

Encourage customers to collect the product at the physical center with the most comfortable position;

Offer a free Click & Collect service (remember, the cost of managing returns is zeroed);

Maintain the obligation to pay online with secure methods ;

Offer very fast delivery times. The ideal is 1 day, but better not to exceed 2/3 days;

Opt for a precise management software able to meld the omnichannel strategy and does not generate management errors . An example? Allow online ordering of a product that in physical reality is out of stock;

Conclusion

Click & Collect is an optimal solution to achieve two objectives: to increase the degree of customer loyalty by satisfying their requests, and to allow them to attract customers to the store , optimizing the possibility of cross-selling. All while always keeping the focus on customer satisfaction and respecting his need to verify a product directly by hand.

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