Click and Collect Gains Momentum

10 Feb. 2015 - - Total Reads 8,767

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: 8.8K

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

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

Testimonials

Michael has a wealth of knowledge in business development and management, especially online businesses. His passion and experience in this fast growing and emerging industry is unrivalled.

Dr Viet Le,Lecturer at Swinburne University

More Testimonials
AndMine-Google-Partner-Signature