Click & Collect not just for Christmas, JDA/Centiro research
Click & Collect is driving in-store sales across Europe, according to the JDA/Centiro Customer Pulse Report Europe 2017, conducted by YouGov.
This surveyed 8,238 consumers in the UK, Germany, France and Sweden. 24% of European adults (23% in the UK) bought additional items while picking up their order. At the same time, however, 55% of European adults (56% in the UK) experienced a problem with an online order during the last 12 months. UK shoppers are ahead of the curve when it comes to Click & Collect use: 54% used it in the last year (the European average was 42%). Meanwhile, 56% of European shoppers used a mobile device in-store (51% in the UK).
“Physical footfall is becoming important again, and Click & Collect represents an important vehicle for retailers to make the most of all the hard work they’re putting into the in-store experience. An effective Click & Collect operation isn’t just for Christmas, however: it can help boost sales throughout the year,” says Lee Gill, group vice president, global retail strategy at JDA. “It’s hardly surprising that the majority of European adults are using mobile devices in-store, whether that’s for seeking out special offers and discounts, or simply for entertainment while queueing. To make the most of this, retailers must be making every effort to weave mobile interactions into the in-store experience, for example through the use of mobile ‘push offers’ and beacons.”
Product returns is a key area to focus on. Across the European markets surveyed, 70% of respondents online across Europe say the ease of being able to return items factors into which retailer they choose to shop online, a number that rises as high as 77% in Germany. “For retailers today, returns are much more than just a cost-recovery exercise, they are another important customer touch point,” says Niklas Hedin, CEO at Centiro. “By providing customers with more options and greater visibility into returns, retailers will increase customer satisfaction. For example, something as simple as giving customers instant email or SMS updates on their returns can go a long way towards building and maintaining customer loyalty.”