Click and collect is breathing a new lease of life back into the high street. According to the IMRG Capgemini e-Retail Sales Index, the increase in mCommerce has been supported by services such as click and collect or reserve, which have become prominent in the shopping cycle.
According to the index, making a purchase or reserving online for collection in-store now accounts for 25% of cross-channel sales. Retailers with both an online and high street presence reaped the rewards in December, with a recorded month-on-month growth of 16%. With 91 billion spent online in 2013, and £11 million alone in December, click and collect is an opportune way for high street retailers to have a piece of the pie.
On the high street, specialist retailers including; Argos, Dixons and Halfords have prospered from the growth of online, by better linking their web and in store operations, proving that an integrated approach is the way forward. Nearly 50% of sales at Argos are now online, with its check and reserve service having proved popular with customers.
More than ever, consumers want to shop at their own convenience. Browsing online teamed with collection in-store offers just this, enabling consumers to view a wider range of products teamed with collection at a store, day and time of their choice.
In store, mPoS is linking back to the online channel, allowing customers to browse a retailer’s full range of products once in-store whether they are catalogued to that store or not – preventing customers making a wasted journey if a desired product is not in stock. Options include order for store delivery at a later date or home delivery, providing the ultimate cross-channel service and most importantly for the retailer, securing a sale that could have otherwise been lost.
It’s clear that online and in-store services working in tandem is breeding success for retailers and therefore the best route for the high street. Retailers that adopt this joined up approach will be the ones to prosper in 2014.