As reported in our post discussing what we’ve learnt about click and collect since Christmas 2014, click and collect at John Lewis overtook home delivery for the first time at the end of last year.

56% of John Lewis’s online customers chose to collect their goods from stores, rather than have them delivered to home addresses. Overall, click and collect orders grew by 47% compared to the same time last year. John Lewis online orders rose by 21.6% to £1.4bn.

Expectations for the success of click and collect were huge last Christmas, although final figures didn’t quite match the giddy predictions of 95% of online shoppers will using click and collect, the final figure of 47% of the total of online UK shoppers using the service reflects an ever-growing trend for this convenient method of fulfilment.

David Moth discussed how retailers promoted click and collect over the Christmas period and revealed that some retailers were failing to adequately prepare for the rush.

Tesco suffered a fulfilment disaster and had to display a banner notifying customers that due to “unprecedented demand” it was currently unable to provide next day click and collect deliveries.

(Apologies for the small text there.)

M&S was also forced to withdraw its next day store delivery service. 

As for the onsite messaging of click and collect, many online retailers don’t do enough on their sites to promote it.

Although Argos is clear about its delivery options on the product page, there is no mention of them on the homepage. This is the same with other retailers such as Homebase or Waterstones.

For any retailers wishing to offer click and collect as a valuable component of its multichannel customer service mix, John Lewis offers a masterclass in how to present the service.

On each product page, every delivery option is clearly stated. The fact that it’s free is mentioned first and highlighted in bold, the locations you can collect items from are mentioned, as well as the time when your goods are available.

In the shopping basket, these options remain clear…

Then when you’re through to checkout, click and collect is the first option you’re presented with. Also Collect+ is available if there are no John Lewis or Waitrose stores near you.

Every single one of John Lewis’s delivery options is made abundantly clear right from the product page, and offered consistently right through to checkout.

The only improvement that I would suggest is that although the homepage does state the availability of click and collect, the message is below the fold.

By mentioning these delivery options at the top of the homepage, more visitors will be able to see the advantages of this option.

Christopher Ratcliff

Published 16 March, 2015 by Christopher Ratcliff

Christopher Ratcliff is the editor of Methods Unsound. He was the Deputy Editor of Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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Comments (5)

Stuart McMillan

Stuart McMillan, Deputy Head of Ecommerce at Schuh

One of the things I find slightly antiquated about the JL Click & Collect experience is their apparent inability to access their store stock. The 2pm next day proposition is one where they are obviously shiping it in from a central location. I can be stood in a JL store, next to a big pile of stock, yet on the website the earliest I can pick up that stock if I buy it online is 2pm the next day. Surely it would be better for the customer and better for their logistics costs if that could be picked from the store stock? Obviously it's hard to tell what's happening behind the scenes, this may actually be happening and it's not apparent.

over 3 years ago

Mark Selwyn

Mark Selwyn, eCommerce and Multi-Channel Retail Consultant

@Stuart, most retailers now seem to offer two different collection services
- click/collect where you buy online from central stock
- reserve/collect where you reserve online from store stock.and pay in store
I'm not sure how much the customer perceives the difference.

But that reserve store stock proposition seems to be missing from the JL offering.....possibly due to the size of their stores and size of their range, and the amount of effort in pulling stock off sale across the store.

Interestingly Schuh appear to break the above model offering the click/collect from store stock (collect in one hour)!!! Do you offer to break the one hour rule and fulfil from the centre if not in stock in store?

over 3 years ago

Stuart McMillan

Stuart McMillan, Deputy Head of Ecommerce at Schuh

@Mark, reservations (ready in 20 mins) aren't available for central stock, store stock only. But "buy online, collect in-store" has three main "modes", 1) customer chooses the 1hr option, based on us showing it as in-store 2) customer chooses an item that isn't in-store so we fulfill from DC and 3) they haven't deliberately chosen the 1hr option, but we've then checked the store stock after their purchase and we do have it in-stock so we upgrade them to the 1hr.

Stock may not appear to be available for 1hr if we're not 100% sure we'll have it, but is available for most lines.

There are still opportunities for us to improve our stock availability for the 1hr option, and potentially make the 1hr option even faster.

Like the service?

over 3 years ago

Mark Selwyn

Mark Selwyn, eCommerce and Multi-Channel Retail Consultant

:thumbsup:

over 3 years ago

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Patrizio Saliani, UX Lead at *********

I like the Schuh's approach to Click&Collect, I'd be curious about the 1-hour collection time; is it really 'needed' considering the pressure it puts on in-store staff, especially at peak trading time?

over 2 years ago

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