Click and Collect to boost Christmas sales

Following recent news that our Indian summer has resulted in a loss of sales on the high street this autumn, Click and Collect could help boost sales for brick and mortar retailers as we head into the festive season, with the format driving shoppers back into stores.

The popularity of Click and Collect has grown rapidly in the UK, proving popular with both consumers and retailers. While shoppers value the flexibility and shorter delivery time it offers them, for retailers the service reduces overheads by eliminating the cost of failed home deliveries. Many stores offer a Click and Collect service for free, in hope that it will also drive spontaneous in-store purchasing.

The increasing popularity of Click & Collect means shoppers are expected to create £1.15bn of spontaneous spend this coming Christmas, due to increased opportunities for in-store browsing, impulse buying and snacking. Figures from last Christmas show that shoppers left their Christmas shopping later than ever, making Click and Collect a useful option for those last minute purchases.

In recent weeks retailers including Mulberry have launched Click and Collect services, while John Lewis and House of Fraser have invested in improving their delivery options ready for the Christmas rush. In September French Connection opened its first Click and Collect shop at London’s Old Street station, which will run until after Christmas.

Research has found that 35% of UK online shoppers already use click & collect, and with that figure is set to double within the next three years, it is important that retailers invest heavily in providing their customers with increased service and delivery options.