Click and collect orders arrive twice as fast as home delivery, Kurt Salmon study finds

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Customers opting to click and collect their online orders in stores receive their goods almost twice as fast than if they chose home delivery, a new survey by Kurt Salmon, part of Accenture Strategy has revealed.

Kurt Salmon analysed the delivery performance for online orders placed with 54 retailers in the UK. It found the click and collect delivery option saved on average 1.6 days versus home delivery. The top performing retailers were found to be Argos, Uniqlo and Marks & Spencer.

Siobhan Gehin, managing director, Kurt Salmon, part of Accenture Strategy, says:“The average time for standard delivery was 3.8 days, compared to 2.2 days for click and collect, which means that customers saved on average 1.6 days per order by selecting this option. Half the retailers surveyed that offered click and collect promised it would be in-store within one day, almost three days quicker than their indicated estimate for home delivery.

“Along with speed of delivery, we also measured retailers on order accuracy and delivery costs. Argos and Uniqlo were the fastest retailers to deliver for their customers, with Marks & Spencer a close third for both delivery, and click and collect services. Argos was first for speed, delivering the same day as the orders were placed, as well as providing a same day click and collect service. Both Uniqlo and Marks & Spencer were also able to offer next day collection in-store.

“Currently, there are few retailers who have fine-tuned stock visibility and have order management systems in place to fulfill online orders from a store location. Those that do can speed up in-store collections and home delivery times. The majority of retailers use their logistics network to offer a next day service.

“Overall, retailers have improved their actual delivery times over the past year by 10 percent; orders took an average of 5.3 days in 2016, compared to 5.9 days in 2015. The promised standard delivery times were also reduced from 6.3 days to 6.1 days.

“This improvement is despite the fact that retailers who promised to deliver goods in three or fewer days in 2015 were actually more cautious in 2016 and extended their lead-time by an average of 1.5 days as a result.

“Over the next year, we anticipate retailers will be looking even more closely at how they can best meet customer demand and service expectations during peak times, particularly with store deliveries as click and collect grows in popularity.”

Shipping Study – UK results

Delivery times versus click and collect

2016 Delivery vs. Click and Collect
Average days Delivery C&C Difference
Total 3.76 2.21 1.55
Fashion 3.81 2.04 1.78
General merchandise 3.00 2.50 0.50

 Standard delivery comparison 2015/2016

  2015

(50 orders placed for standard delivery)

2016

(54 orders placed for standard delivery)

Average number of days to deliver via standard delivery 5.9 5.3
Delivered within 3 days 32% 26%
Delivered within 5 days 72% 61%
Delivered within 10 days 94% 91%

Delivery lead times

Days to deliver # of retailers %
0-3 14 26%
0-5 33 61%
0-10 49 91%
>10 or not delivered at all 5 9%

Promised delivery versus actual delivery date

  Promised delivery date from order placement  
Average days 2016 2015 Difference
Total 6.11 6.34 -0.24
Fashion 6.10 6.27 -0.17
General merchandise 6.13 6.63 -0.50