The ‘Click and Collect’ phenomena is indeed an inspired invention.
Sit in the comfort of your home choosing an array of merchandise at the click of a few buttons. Use your app on the move through tablet or mobile. Then just pop into store and miraculously pick up your goodies whilst doing your convenience or food shop. Fantastic!
I’m a huge fan….. well, on paper at least. It’s fast, economical, cheaper if P&P is still in the equation PLUS the retailer gets to woo you in for last minute and impulse delicacies, a complementary cup of coffee, or a car wash whilst you browse.
The reality, I fear from my own recent experiences and those of my friends, is not quite the harmonious ideal we had envisaged.
The challenge for retailers is replicating the level of service customers expect on a shopping trip AND when shopping through ecommerce in this multi-mixed operation.
The discerning ‘click and collect shopper’ is looking for the speed and availability of .com; the warmth of the personal shopping experience and above all impeccable service. Impeccable service that demonstrates that retailers have thought through the process, ironed out the challenges, communicated to all the different shift teams and layered on large helpings of enthusiasm and smiles from the staff.
Our collective experiences have highlighted less than robust systems, many which are manual. Mixed availability and above all stressed staff and under resourced ‘collect’ areas. We all felt we were rather a burden. Even before the main rush of Christmas.
So there’s an enormous and real opportunity for improvement and everything to go for if stores take action now. The retailers that smarten up their ‘click and collect’ in store service today will win in every way and contribute to a stress free Christmas for all.
Get in touch today to deliver increased revenue through improved service standards and processes.