With the growing demand for convenience when it comes to shopping, it is no secret that shopping online has grown in popularity. What many people and retailers do not consider, however, is the popularity and convenience of buying online and picking up in-store. This is one way to get items within a few hours without having to wait in line or wander around a store.
Increased Online Spending
Adobe Analytics recently analyzed data and found that between November 1 and December 6, a record $80.3 billion was spent online, representing an increase of 18 percent from last year, from $67.7 billion. This increase was the result of monitoring transactions at 80 of the top internet retailers in the United States.
Click-and-Collect Accounted for Growth
According to Adobe Analytics, one of the many reasons that digital sales keep skyrocketing so much is that more shoppers than before are using click-and-collect, where they order items online and pick them up in stores. This involves going to a designated spot of the store and picking items up, in many cases, on the same day. Adobe actually found that during that same period from November 1 to December 6, click-and-collect orders grew by 46 percent from last year.
Retailers Have Taken Notice
Some of the increase in the use of click-and-collect services is due to the fact that retailers have realized customers want these services and have made adjustments. Companies understand the value of speed for most shoppers, which is why they are working to refine this type of service. A few years ago, the idea of buying online and picking up in-store was still new. Then, retailers realized that they could deliver a competitive advantage over online retailers with their growing distribution centers. Essentially, retailers found click-and-collect to be a win-win situation where customers can get items on the same day in a convenient way and the company saves on costs like shipping.
Adding Click-and-Collect Is an Investment
The only issue for retailers looking to add click-and-collect functionality is that it can be a serious investment. You need to dedicate an area of the store to the process, create a system, and train staff. That adds up to a large investment. There are also other challenges, with each retailer facing some struggles along the way. For example, it can be hard to give customers the right timeframe for pickup or prevent errors while they are collecting the items. Overall, stores have been improving their performance for buying online and picking up in stores, and more large retailers have been adding the feature. Those who want to remain competitive and have the ability to follow suit should do so.
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