This is a huge increase from the 45% of online users using click and collect last Christmas.
Obviously the main benefit of click and collect is the ability to pick up purchases when and where the customer chooses.
You don’t have to wait in your house all day for a package, or take a trip down to the sorting office before it closes on a Saturday morning if you’ve missed it.
The other benefit is that theoretically click and collect should always be free to the customer. Almost 80% of the online shoppers surveyed said they expect click and collect to be offered for free.
This is according to a survey by Postcode Anywhere, which also discovered that out of 2,400 respondents only 5% of said they wouldn’t use click and collect this Christmas.
Here are some more stats from the survey, including our own thoughts and insight…
Multichannel customer service
Click and collect has grown incredibly quickly as multichannel channel customer service has become the expectation from consumers using a mixture of offline and online channels.
Argos was rated as the retailer offering the best click and collect user experience. This follows on from its Q4 2012 revelation that its check and reserve service accounted for 31% of it total online sales. Clearly its existing business model of customer ordering from catalogues made the introduction of click and collect that much easier for its customers to transition to.
Click and collect also offers pure-play online retailers the chance to operate in the offline world.
It’s now possible to pick up eBay deliveries in Argos high street stores. Amazon has a locker system where goods can be delivered to a variety of self-service delivery locations across the country.
It’s worth looking out for retailers that are opening smaller stores to specifically provide more locations for customers to pick up orders.
UK vs. USA
More than two thirds of UK consumers have used click and collect compared to just 9% in the US. In fact 88% of Americans said they have never even heard of click and collect.
Although there is growth in the US, the sheer distances between retail locations and customers means that home delivery is far more convenient for many.
Here’s what our own Christmas 2013 Online Shopping Survey Report revealed when we asked US and UK respondents “Did you reserve any items online for in-store collection?”
For more insight on consumer habits from last Christmas, download the Christmas 2013 Online Shopping Survey Report also check out 15 stats that show why click-and-collect is so important for retailers.