E-commerce: the growing of “click & collect”


The JDA & Centiro Customer Pulse Report 2017 revealed that more than half (56%) of Europeans use a mobile device in-store. The search was realized with more than 8,000 interviews to consumers of all age across Europe. The integration of mobile interactions into the in-store experience are coming more and more strategic as witnessed by the PwC survey of global retail CEOs from which it emerges that more than three quarters of retailers (76%) are investing in personalized mobile ‘push offers’ and beacons. JDA & Centiro suggest also that improved loyalty programmes and a blend of on-line and in-store experiential engagement experiences will provide exactly what the customer wants. Consumer, however, are more and more demanding in their on-line shopping. The European interviewed are intolerant of poor on-line experiences, with almost two thirds (63%) likely to switch to an alternative retailer the next time they shop as a result. If the shopping presents any problem, they also expect that they can rely on retailers to resolve problems. If not, almost three quarters (73%) would switch to another retailer in the future. Of course, among the most crucial expectation regards goods delivery. In particular, shoppers in the UK (81%) and France (77%) are likely to switch if they feel a retailer has failed to resolve a problem to their liking. Overall, 65% European consumers would switch to an alternative retailer as a result of a poor home delivery experience and 68% due to a poor returns experience. Maybe just to avoid these kinds of problems, click & collect remains one of the most appreciated alternative choice, with 42% of people having used it in the last 12 months. It is not a case that PwC research with retail CEOs revealed that more than half (51%) are investing in click & collect. Cost is also a factor that makes people often choose this system: 43% of Europeans use this method in a bid to avoid delivery charges. UK consumers also ranked high in the ‘more convenient than home delivery’ category, with 49% selecting this option (against the European figure of 36%). This could be due to the maturity of the UK market, meaning consumers are likely to be more familiar with Click & Collect, and more aware of the benefits it brings as a result.