Click and collect is a fulfillment option that lets shoppers place an order online and pick it up at a store or another designated location. Using this method of fulfillment helps eliminate long checkout lines, lengthy transactions, and crowded locations. And it can be especially useful to retailers in onboarding shoppers who have yet to try e-commerce.
The fulfillment method has gained considerable traction in the UK, with more than half of shoppers using the service.
54% of UK shoppers said they've used click and collect in the past year, according to a survey from JDA & Centiro conducted in April 2016.
32% of UK consumers report that click and collect from either a store location or a separate fulfillment point would be a preferred online shopping tool, according to the JDA & Centiro survey.
Click and collect is benefiting from consumer adoption of mobile commerce in the UK. Mobile is a fundamental driver because it affords consumers more flexibility in the purchasing process. As a result, many UK consumers are purchasing goods on their mobile phones, and then picking them up on the way home from work, the gym, appointments, etc.
Overall, m-commerce is growing in the country — 49% of all e-commerce transactions took place on a mobile device during Q1 2016, according to a report from Criteo.
Shopping on mobile devices is being driven by high app engagement among UK shoppers. In fact, 59% of shoppers make purchases with a retail app, according to comScore.
The service is particularly popular among grocery chains, with many of the UK's largest supermarkets offering click and collect. Since trips to the grocery store are made frequently and regularly, click and collect is a perfect fit for shoppers who want to avoid recurring issues like long checkout lines and crowded stores. And because of its widespread availability, the fulfillment method is helping to drive more grocery sales online.
E-commerce sales for grocery products reached £8.6 billion ($11.1 billion) in 2015, and that figure is expected to total nearly £10 billion ($13 billion) in 2016, according to data from Mintel.
The US is far behind on the click and collect trend, with just 27% of consumers using the service. This is largely due to slower growth in mobile commerce, and specifically, the hesitancy shoppers feel about using mobile retail apps.
To grow click and collect in the US, retailers need [...]