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Survey shows 45% of consumers used click and collect in the last year

A new study has shown that 45% of consumers say they have used click and collect services in the past year for their online purchases.

The survey by retail communication specialist Quail Digital found that 77% of respondents said that on many purchases click and collect was more convenient than home delivery with 46% of respondents preferring to use the service as there were no delivery charges.

Survey respondents cited four key reasons why they chose to use click and collect services. These included the convenience of being able to collect items at a time of their choosing, the avoidance of queues, a guarantee that a product was definitely in stock, and not having to wait at home for a delivery.

The survey also found that more than 50% of respondents said they were now more likely to use click and collect services than a year ago. Respondents in Northern Ireland proved to be the biggest audience for click and collect with 74% confirming they would be more likely to use the service now.
When asked to rank the types of goods they would order through click and collect, 54% of respondents said electrical goods while 42% cited homewares. In addition, 34% said they would order clothing via click and collect while 23% said they would use the service for food shopping.

Tom Downes, chief executive of Quail Digital, said: “It's clear from this year’s survey that click and collect is growing fast in certain categories, and shows that execution is key. 77% of customers use it because it’s perceived as convenient. Once they’ve arrived customers want to collect and leave reasonably quickly. Retailers need to think about how they capture and expedite orders efficiently using excellent communication at their collection points to ensure the customer experience is a positive one that they want to repeat.”

Source : The Retail Bulletin

19 February 2014
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