UK consumers “more likely” to use click and collect to reduce exposure to Covid-19

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A new survey of 2,000+ UK consumers finds a significant proportion of UK consumers are “more likely” to use click and collect services at both essential and non-essential retailers during the coronavirus outbreak. 

A recent online survey of 2,004 UK consumers by retail SaaS provider, Qudini, found that 42% of respondents are “more likely” to use click and collect services at essential stores, such as grocery or pharmacy stores, during the coronavirus outbreak, while an additional 42% said they are “neither more or less likely”.

A quarter of respondents (26%) said they are “more likely” to use click and collect services with “other retailers in general” (or non-essential stores), while an additional 50% said they are “neither more or less likely”. 

Few customers said that they would be less likely than normal to use click and collect services. For pharmacy and grocery retailers, there was an average of just 16%, while for “Other retailers in general”, it was 24%. 

This is likely linked to the high percentage of consumers avoiding stores entirely where possible, with 22% avoiding grocery stores, 37% avoiding pharmacies and an average of 72-81% avoiding all other types of retailers before the lockdowns came into place.

Segmentation of the insights by generation shows that, across pharmacy, grocery and ”Other retailers in general” categories, shows all generations relatively similar in their response, 38% Generation X, 37% of Millennial, 36% of Generation Z and 35% of Baby Boomer respondents more likely to increase their use of click and collect services during the outbreak.

Our survey also enquired about the frequency at which consumers use click and collect services during Covid-19. While 66% said they use click and collect services to some degree, only 10% do so frequently. An additional 30% of respondents use pick-up in-store services occasionally and another 26% do so rarely – the remaining 33% of respondents never use click and collect services.

The use of click and collect services across generations differs significantly, with 19% of Generation Z consumers stating they are frequent users, followed by 16% of Millennials, and 9% of Generation X. Baby Boomers are the least likely to use click and collect service frequently, with just 4% of respondents using the service frequently. 

Men are slightly more likely to be frequent users of click and collect services than women, with 12% of men claiming to be frequent users compared to 9% of women. 

Qudini’s CEO and co-founder, Imogen Wethered, says: “With a significant part of the population planning to increase their use of click and collect services, including more than a third (35%) of Baby Boomers, Covid-19 could be a catalyst for a new, more omni-channel focused future. This would be a positive step for any retailer, as omni-channel customers are known for spending more and retaining for longer.” 

“To support social distancing at this essential time and to leverage this future omni-channel growth potential, retailers should look to perfect their click and collect experience and demonstrate its value and convenience to customers. A number of global retailers, including Walmart, Nike and Tesco, are implementing click and collect check-in systems that allow them to know exactly when their customers have arrived so they can get orders to them faster, whether in-store or at the curbside.”

“Qudini has been working with leading global retailers to deploy innovative BOPIS check-in systems that help ensure social distancing while providing a slick experience that their customers return to.”