How to improve the shopping experience with click & collect?

Click-and-collect shopping was born out of customers' need for faster, simpler and more tailored shopping experiences. In the aftermath of the pandemic, consumer needs have changed. According to a Deloitte study, consumers are 1.5 times more likely to use click & collect than they were before the pandemic for a variety of reasons, including security and speed of service.

In this context, many consumers today are looking to reap the benefits of combining digital shopping with the in-store experience. For this reason, one of the best ways to bring together the digital with the traditional, is the implementation of a click & collect system.

What is Click and Collect?

If we translate click & collect into English, it literally means click and collect, which basically refers to the action of buying an item online and picking it up physically in the store. 

This type of sales method is called hybrid model and manages to unify the benefits of the online part of the sale with the benefits of the physical part.

What are its characteristics?

This new purchasing system has several features that make it particularly interesting for retailers.

• It is hybrid. As we mentioned before, it is a hybrid system that allows you to unify your physical store with your online store, thus improving the global identity of your brand.
• It integrates processes. As it is a hybrid model, it is necessary that the physical and digital parts are fully integrated. The digital sales catalogue must be updated with the physical stock of products so that there are no errors that could leave a customer without a product.
• It is not suitable for software. To use this model it is necessary to sell physical products, so the sale of programs, software and licenses would be carried out through the traditional digital model.
• It is safe. As we said before, the new model arises from the need for safer models with less physical contact without the inconvenience of home delivery. 

What are the benefits for your business?

The click & collect method brings several benefits that can help our business to be more competitive.

• It allows us to obtain customer data in order to improve their shopping experience.
• It reduces shipping and product management costs for both the retailer and the customer.
• Improves the proximity to the user, thus increasing the chances of loyalty.
• Enhances the shopping experience since it is the store that adapts to the customer and the customer can pick up the product when it suits him best. In addition, when it is time to pick it up, the customer may be tempted to make a purchase in situ in addition to the one made online.

It is also important to know the disadvantages of this model to know if it suits the needs of your business.

• It requires an initial investment so that, as mentioned above, all operations are centralized.
• Not all customers opt for this purchasing model. There are some who prefer to receive the product at home, either because they do not have a means of transport or because they simply prefer this system.
• It is necessary that all systems work like clockwork and that there are no variations between online purchasing processes and in-person stock management because, as we said before, we run the risk of leaving a customer without product.

 How can I implement click & collect in my e-commerce?

The implementation of the click & collect purchase method varies depending on the platform used to host the commerce. However, we recommend that you follow these general steps before implementing this new system in your e-commerce:

1. Control and keep your stock updated.
2. Design your processes efficiently.
3. Avoid making it a difficult process, it is possible that some customers have never seen it before.
4. Offer alternatives to this method, so that it is not the only one available since each customer has a different need.
5. Take care of the brand image of the packaging even if the user is going to pick up the product in the store, try to include distinctive elements that make the experience unique.

The click & collect method requires a significant initial preparation, but the benefits it generates for your business are unparalleled. Improve your customers' experience and unite your physical and digital commerce. Dare to implement this model!