Delivering an effective click-and-collect strategy: A retailer case study

Author(s): 
Will Lockie, Programme Head, Multichannel, Evans Cycles

Abstract

How should retailers build an effective click-and-collect strategy? This paper identifies key considerations to deliver long-term business success, based on the experience of a UK retailer who has recently launched such a service. It demonstrates how change can be implemented in a multichannel retail environment, and how retailers can harness the opportunities presented. Key considerations around strategy development, service design and implementation are explored, with a particular focus on insight and drivers of multichannel shopping behaviour. A conceptual model is developed to understand the factors that drive multichannel shoppers. Data show that a click-and-collect service can drive incremental sales from additional purchases in-store, and why customers see value in such services. The findings offer a clear set of factors that managers can use to improve the customer experience and drive incremental sales. Finally, a new mode of multichannel shopping behaviour is identified and proposed — research online, purchase and research offline.

Keywords: retail, e-commerce, multichannel, omnichannel, click-and-collect, digital strategy, service design, customer experience

Read this sample article now.
To read this article and receive further updates on Henry Stewart Publications content please register using the form below.
CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.