Click-and-collect now part of retailer's omnichannel strategy

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With Black Friday and the festive season fast approaching, retailers are gearing up for a bumper shopping season. It is the perfect opportunity for retailers to offer an exceptional end-to-end customer experience by introducing click-and-collect as part of their omnichannel strategy.

Click-and-collect has become increasingly popular, it offers faster checkouts and product collection. Customers can now skip long delivery times and potentially costly shipping costs while enjoying the convenience of online shopping channels.

Shoppers can now do online purchases at leisure and then collect from a convenient location at a convenient time. Pick-up options include in-store, onsite drive-thru facility, third-party convenience stores, and public lockers accessed via a code emailed or sent by SMS.

Bluegrass Digital CEO Nick Durrant says click-and-collect will help retailers provide customers with additional options at check-out, whether customers visit physical stores or engage with brands through any online sales channel. “The fact is, today's customers expect more fulfillment options, regardless of where or how they shop.”

“Retailers that provide an array of fulfillment options will provide a better customer experience and will be favored. However, providing an efficient click-and-collect service is not without its challenges,” he warns.

E-commerce is predicted to grow by almost $11tn between 2021 and 2025. This enormous growth reiterates the importance of omnichannel approaches as more customers adapt to seamless shopping experiences. Retailers can significantly boost their revenues with an omnichannel retail strategy, but failing to do so could also seriously impair sales potential.

Retailers need to rethink the store environment in order to offer an end-to-end customer experience. They must also learn how to enhance their omnichannel retail strategies to prioritize customer service to provide a seamless shopping experience.

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