Almost two-thirds of consumers (63%) have bought products online before collecting them in-store at least once in the past 12 months, while 16% use reserve-and-collect at least once a month.

Overall around a fifth (22%) of consumers said they have never used the service, which is actually a very slight increase compared to 2012 when the figure stood at 20%.

Even so, the data highlights the continuing importance of reserve-and-collect services for multichannel retailers as a sales tool. The Multichannel Retail Survey, conducted using the Toluna survey tool, also found that 50% of respondents had abandoned a purchase online due to unsatisfactory delivery options. 

Reserve-and-collect essentially gives consumers peace of mind as they know that the product they need is already waiting for them in-store, so it means they won’t waste time or suffer the disappointment of finding that an item is out of stock.

Do you reserve products online before collecting them in store? How often?

To find out more about what it takes to be a successful multichannel marketer, come to Econsultancy’s JUMP event on October 9. Now in its fourth year it will be attended by more than 1,200 senior client-side marketers. This year it forms part of our week-long Festival of Marketing extravaganza.

Successful examples

Click-and-collect services have proven to be a very successful sales channel for a number of high profile retailers, including these three…


Halfords introduced a click-and-collect service three years ago and now 86% of all its sales are for in-store collection.

It’s a free service and for large purchases like a bike, which may require some care and customisation advice from shop staff, you can see why people may want to collect their product in-store.

Also, although standard delivery is only £2.99 it costs £6.99 if you want a Saturday delivery slot.

New Look 

New Look’s recently expanded click-and-collect service was credited as a key reason for its 79% jump in Q2 online sales.

It offers the service for free on orders of more than £19.99, which is far more appealing than paying £3.95 for standard delivery.


Argos is the UK’s third most successful ecommerce site and achieves 42% of total sales online. The retailer’s ‘check and reserve’ service accounted for 31% of total online sales in Q4 2012.