One in five multi-channel online sales are click and collect, IMRG Capgemini reports

One in five (19%) multi-channel online sales are now click and collect, new data from IMRG and Capgemini reveal.

Looking at a comparison with the same period last year, in Q3 of 2012 the percentage of multi-channel sales that were click and collect stood at 13%.

While the year-on-year growth is strong enough, we actually recorded a dip over the following two quarters to 11% in Q1 of 2013, so the rate of growth since then has been particularly sharp.

Both the convenience and certainty of not missing a delivery that click and collect offers seems to be striking a chord with customers, but really the rate of growth has been driven by a number of large retailers promoting it prominently as part of their proposition.

These include Boots, Tesco, John Lewis (including through Waitrose stores), and even eBay now through a deal with Argos.

Tina Spooner, chief information officer at IMRG, said: “What we are seeing happen with click and collect is increasing consumer adoption driven by widespread retailer promotion who clearly feel that the convenience of the option can enhance the customer experience. The rate of growth demonstrates this level of support is working, with the Q3 figure surging 72% on the Q1 equivalent.

“Retailer adverts often list ‘online | mobile | in-store’ as the potential channels for engagement; ‘click and collect’ is the latest staple regularly appearing in that list. Based on the level of growth seen during 2013 we expect click and collect sales to account for at least a quarter of multichannel online sales by the end of next year.”

Chris Webster, VP, head of retail consulting and technology at Capgemini, said: “With Christmas looming and the expected surge in e-retail sales, customers are looking for increased convenience when it comes to delivery or collection of their shopping. 

“While home delivery is perfect in theory, failed deliveries is a challenge for retailers and customers alike as we try to track down parcels, arrange for redeliveries and eventually collect them from far from convenient locations – what I call the accidental click and collect. 

“Click and collect provides the ideal compromise enabling customers to collect their items at a time and place of their choosing whether from a retailer’s high-street store, a local shop or from one of the new locker services. So this Christmas, customers will opt to choose for click and collect rather than it happening by accident.”