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Retail Gazette – How to maximise the success of click and collect whilst improving the customer journey

Bruno Berthezene

Bruno Berthezene

December 16, 2014

Retail gazette

With Christmas just around the corner, brands are looking to maximise sales opportunities and drive as many people as possible to retail outlets. This festive season, click and collect services look set to be a vital tool in their arsenals, with recent research by eBay and analysts Conlumino predicting that the average click and collect services will generate an additional £1.15 billion for retailers, whilst further research shows that 95% of shoppers look set to use the service this year. Last Christmas 25% of shoppers bought extra goods from the store where they picked up their order, highlighting the real value click-and-collect services have for the retail industry.

For brands to generate the most opportunity from click and collect services, however, it’s important that they’re integrated seamlessly into the customer journey; whilst click-and-collect services are undoubtedly a fantastic tool for brands, for them to have maximum effect they need to be deployed carefully as part of an over-arching web-to-store strategy.

The importance of a seamless customer journey

At each stage of the customer journey, there is a …