Shoppers love click and collect

Almost all online shoppers who have used click and collect services in the past are extremely satisfied or satisfied with their experience and would actively recommend the delivery method to friends and family, according to the latest eCustomerServiceIndex (eCSI) results from eDigitalResearch and IMRG.

The research found that a staggering 75% of the 2,000 online consumers surveyed are ‘very satisfied’ with their current click and collect services. Results also indicate an impressive three quarters (73%) of online shoppers have used click and collect in the past – with another 10% intending to do so in the near future.

Unsurprisingly, price and convenience are the key drivers behind consumers opting for click and collect services – almost two thirds (62%) of respondents used click and collect as it offered free delivery, while 42% believe that collecting in store is more convenient than collecting from their local post office or collection centre. Around one third (33%) claim their package arrived faster by using click and collect and another 32% were planning on visiting the store anyway.

However, while satisfaction with click and collect is currently high, retailers need to continue to adapt their click and collect experience in order to meet rising consumer expectations. Of the 2,000 online consumers surveyed, almost half (47%) said that a dedicated in store collection point would make click and collect deliveries more convenient for them, while 1 in 5 (21%) would like the ability to specify a collection time.

Derek Eccleston, Commercial Director at eDigitalResearch, explains: “Click and collect services are growing – as demonstrated by our latest research results. However, while satisfaction is currently high, there is always room for improvement in today’s world of changing consumer behaviour and instant gratification. Experience and effort are everything these days to consumers and delivery is a key part of the customer journey where retailers can really differentiate themselves from the rest of the competition.”

The results come just days after the news that all retailers will be allowed to offer click and collect services in store from next month as planning permission laws are changed.

Andrew Starkey, head of e-logistics at IMRG: “UK shoppers are certainly becoming more familiar with the various forms of click and collect, be that through a retailer’s own store or 3rd party parcel stores or lockers. There is also strong evidence that retailers too are learning how to get the best from this channel and it may have a key role to play in alleviating volume issues during peak periods such as Black Friday.”

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