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3 Ways to Extract Maximum Value from Click & Collect

Your new secret weapon.

Woman shopping on mobile phone
After she's placed her order, the 'Click and Collect' or 'Buy Online Pickup In-Store' process, needs to be quick and easy.

By Veronika Birnkammer

Feb 16, 2019

Increased competition from international merchants means retailers must provide exceptional customer experiences.  In 2019, customer expectations are higher than ever before. And a growing number of retailers are ready to satisfy these consumer needs by using the power of Click & Collect.

The JDA/Centiro Customer Pulse 2017 Report conducted by YouGov, revealed that Australian shoppers are regular users of Click & Collect services. The report identified two key motivators. Firstly, shoppers wanted to avoid home delivery charges (45 per cent). Secondly, they simply found in-store pickup  more convenient than home delivery (37 per cent). Given this trend, here are three ways to get the most benefit out of Click & Collect:

1. Use the Opportunity to Upsell

Click & Collect and in-store returns provide a unique opportunity to entice customers into your stores. This gives additional chances to provide a personal brand experience and, most importantly, to upsell and cross-sell.

An added advantage of Click & Collect is that it also lets customers feel and try items before they take them home. If the customer isn’t satisfied or the item doesn’t fit, a better item can be found for them right away. This reduces both returns, and customer disappointment. But there’s another hidden upside.

Did you know that collection emails for a Click & Collect order typically have a 100% customer open rate? It makes sense, right? But it’s also a fantastic opportunity to cross-sell complementary products and services, or offer coupons and discounts to inspire additional purchases while in the store.

2. Use Physical Store to Gain a Brand Advantage

For many consumers, ordering items online and picking them up in-store is the cheapest, most convenient option. Some don’t want to wait for their order in the mail. Others want to avoid the hassle of a missed delivery followed by a long queue at the post office (with inconvenient opening hours).

The unpredictable nature of Home Delivery can frustrate customers. The result? More convenient and flexible ways to collect purchases have become very popular. With Click & Collect, customers don’t have to worry about going to the store, only to find that the goods they want are out of stock. They can shop with confidence. When customers can choose where and when they collect their order, it puts them in control. And the importance of this psychological element shouldn’t be underestimated. In-store pickup may not always be more convenient compared with Home Delivery, but if you provide the customer with options it feels more convenient. So if your goal is to build your brand as a customer-centric retailer, one that is easy and convenient to shop with, you need to offer Click & Collect.

3. Promote Click & Collect

Once you’ve invested in a Click & Collect and Return In-Store solution, be sure to tell your customers, both in-store and online. Promote it on your home pages, product pages, during online checkout, and on social media. But don’t stop there. Store fronts, in-store check outs and customer service desks are great places to promote your services too. Not to mention your traditional marketing and advertising campaigns. And be sure to explain how it works. If it’s free, highlight that too! If Click & Collect is hidden on the last pages of your online check out process, you won’t achieve the full return on your solution investment.

In summary, a fast, frictionless Click & Collect experience is a great way to ensure your brand remains competitive and can out-convenience the competition.

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