Click and Collect Gains Momentum

10 Feb. 2015 - - Total Reads 9,227

Click and Collect

In a reversal of e-commerce fundamentals, bricks and mortar shops are becoming pivotal to e-commerce strategies in Australia. Click and collect is becoming a basic expectation for local online shoppers and has turned into a sizable and rapidly growing part of e-business.

Click and collect allows the user to purchase online and pick up their order at the selected store or outlet. Beyond simply creating a more convenient customer experience, it offers the opportunity for customers to ensure they are satisfied with their online purchases before leaving the store. This allows the associated costs of returns to be avoided by the consumer.

Large retailers such as Dick Smith and the Good Guys were early adopters of click and collect. These companies have utilised eBay’s outlet offering, as have Supercheap Auto, BCF and Masters.

Australian traditional retailers such as Myer, David Jones, Woolworths and Coles have been investing greater funds in their omni-channel platforms in the past two years, seeking to make use of their physical stores as pick-up points for online purchase.

Recent growth in domestic online retail, and slowing growth in international online sales, related to the weakening Australian dollar, is further stimulating local e-commerce revenue.

Retailers such as the UK giant Abercrombie &Fitch Co. are now able to use growth hacking marketing to test their online market before committing to launching bricks and mortar stores. Retailers can use analytics to get an accurate understanding of who their customer base is, where they live, work and shop and secure retail spaces accordingly to their demographics.

In the UK retailers such as John Lewis and Argos have opened a ‘Click and Commute’ shop in tube (train) stations. These allow people to collect their items on their commute. These two companies have had significant success in this channel with John Lewis seeing a rise of 19% of sales credited solely to click and collect purchases over the 2015 Christmas period. Woolworths followed suit in Australia as early as 2013 by launching an airport grocery collection station at Melbourne Airport (pictured above. source: http://www.woolworthslimited.com.au/)

Businesses need to be aware of the two strategical approaches to click-and-collect before including it in their eCommerce strategy. These are dependent upon stock control. Reserve and Collect allows the user to put an item on ‘hold’ at a particular store. Whilst the Purchase model ships the purchased product to the collection store on receipt of an online purchase.

As with any innovation there are always challenges. These centre around stock inventory and fulfilment as well as providing a consistent experience across all channels. Regardless, successful brands are embracing these challenges to satisfy their customer’s needs – which increasingly include the option to click-and-collect.

Michael Simonetti
Posted by:

Post Reads: 9.2K

Share this

Go on, see if you can challenge us on "Click and Collect Gains Momentum" - Part of our 168 services at AndMine. We are quick to respond but if you want to go direct, test us during office hours.

Add Your Comment

Trusted by

Natralus Australia
Appstore
Green St Juice CO
Amino Active
Cronos Australia
The Royal Melbourne Hospital
The University Of Melbourne
AC/DC
Melrose Health
James Buyer Advocates
Kadac
Xavier
Oracle
Arthur Galan
Vitura Health
Engine Swim
MAP
Plants
Watches of Switzerland
Rydges
Ubertas Group
Tribe
Viktoria & Woods
Eway
GPT Group
ISO Certified
Tassal
Palace Cinemas
HGG 
French Tables
Gadens
Jetstar
Positive Poster
BlackMores
Drupal
SunSense Digital Agency
QV Skincare
Magento Solution Specialist
ACTUATE IP
Hanover
Rackspace
SMH – The Sydney Morning Herald
High Street Armadale
Naturtint
NGS Super
Madman Entertainment
Bondi Sands
Carlton Football Club
Garmin
Herbert Smith Freehills
Magento
ADP Payroll
Van Egmond Group
Mark Alexander Design
Australian Anthill
Tomorrow Stars Basketball
Associated Press
Parker Lane
OJAY
Plan It Sync It
News
Unsw Australia
Gilbert+Tobin
Grays Ecommerce
Ego Pharmaceuticals
CSquared Executive
Fast.co
SwinBurne University of Technology
Fresh Cheese Company
Max’s
Focus On Furniture
WTFN
Crumpler
Shell
Passage Foods
Scrum.org
Paypal
Adobe Professional
NextTech
Elucent
MyAccount
One Shift
Chia
Grainshaker
Royal Freemasons
Aqium Gel
Grow Your Business
Bulk Nutrients
Inferflora
Fit My Car
Matchbox Homewares
Victorian Government
McArthur Skincare
Toni&Guy
Loan Market
OMS – Order Management System
LBG Australia and New Zealand
Celebrate Health
Telstra
GooglePlay
Boston Consulting Group
Schiavello
Passage To India
Bank of Cyprus
Macpherson Kelley
The Burger Cheese
Engineers Without Borders
NMI Insurance
ISO CERTIFIED 27001
PranaOn
Metricon
Smart Company
Banki Haddock Fiora
Federation University Australia
Hairhouse Warehouse
Marshall White
Sunday Creek
POSTER Magazine
Instant RockStar
Federation Square
Bintani Australia
Fairfax Media
Dinosaur Designs
Ello
Thomson Geer
Australian Physiotherapy Association
Mecca Brands
CAN- Common Wealth Bank
Melbourne Central
Cell Therapies
Moov Head Lice
Movember
The Fortune Institute
Maxine
Cleanfit
CB Richard Ellis
Melbourne Sports and Aquatic Centre – MSAC
Melbourne Heart
Uber
VISSF
Peter Mac
Cooper Mills
131 Pizza
Melrose MCT
White Suede
Taylor Rose
Think & Grow Rich Inc
21st Century Australia Party
The Canberra Times
Macmillan Publishing
TPP
Arc One
Ebay
DUSA, Deakin University Student Association
Google
Bigcommerce
iPrimus
Australian Government
Brisbane Times
Castran Gilbert
DepSkin.com
Buy Aussie Now
Dial Before You Dig
Mamma Lucia
Wild Rhino Shoes
Oakdale Meat Co
Florsheim Shoes
Vendor Advocacy Australia
Jalna
Australian Organic Food CO
Liveoneday
Beaumont
National Relay Services
Kay&Burton
Switzer Media+Publishing
Acquia Certified Site Builder Drupal
Microsoft Certified Azure Fundamentals
National Museum of Australia
RMIT University
King Wood Mallesons
Toy World
Catholic Insurance
Craft CMS
Novvi
Heat Holders
ABC
Etihad Stadium
Bostik
Atlantic Group of Companies
Coles
Tek Ocean
The Age
Forbes
DeeWhy Market
Windsorsmith
Rock Pool Group
Sports Power
Street Kitchen

Testimonials

Not only is Michael professional but he is also a great friend to have in your court. He is balanced in his advice, fair in his quotes and has the best twitter feed for all things tech - i highly recommend you follow him and also hire him! Clare Smith, GM – Brand & Marketing Communications at Sensis

More Testimonials
AndMine-Google-Partner-Signature