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Click and collect: A classic, or outdated?

Click and collect: A classic, or outdated?

We’ve all heard of Click and Collect, and likely even used it; the system by which you deliver an item to a selected drop off point, became popular a few years ago, particularly when it came to groceries. However, during the pandemic, we’ve seen huge changes in customer behavior, as the majority of people became accustomed to having their orders delivered to their homes, with third party locations becoming unavailable, or stores not being open – not to mention the fear of the virus itself.

Along with IMRG, we’ve conducted this years’ annual home delivery survey, tracking how customers feel about various delivery options, and more. We found some interesting results when it comes to tracking how people were responding to Click and Collect.

In recent years, from 2019 onwards, we’ve seen a significant decrease in the number of people who say they have used Click and Collect, with a drop from almost 60% in 2018, to below 50% in 2021. This could be a result of the pandemic, shifting people’s perceptions about the amount of effort it takes to collect an item from a store, a opposed to just receiving it at their house. Fortunately, the number of those who don’t know what Click and Collect is, has been almost consistently almost nil.


Have you previously used Click and Collect?

(Source: Maru, nShift and IMRG Home Delivery Report)


We also looked at why people used Click and Collect, to find out the appeal for customers. The most consistent winner, has always been the answer that the delivery free or cheaper than home delivery. However, this has seen a decline in recent years, perhaps as stores are expected to offer free home delivery, giving customers no reason to want to use Click and Collect. The second most popular answer was that people were able to combine Click and Collect with other shopping activities, which suggests that many people consider it highly convenient. The least popular answer was being able to try, or examine, the purchase, perhaps because this is rarely an option when collection from store, as it’s boxed up anyway.


When using Click & Collect / Reserve & Collect from the retailers store, is it because… (Please tick all that apply)

(Source: Maru, nShift and IMRG Home Delivery Report)


So, is click and collect outdated, or still chic? To put it frankly, yes, it is seen as outdated, after the pandemic, as customers prefer the convenience of home delivery, which is often at no extra cost. However, this is not to say it’s not needed, as many customers want the option to collect from a store, as it is still used, even if not as much as before the lockdowns. It allows customers more choice, and flexibility with their order, so whilst no longer a fan-favorite, it should not be disregarded by retailers. Stay ahead of the game by ensuring you offer your customers total flexibility in terms of delivery options so they can choose what works best for them - nShift Checkout is just what you need.

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