Nearly one in five (19 per cent) of multi-channel sales were click and collect in the third quarter of 2013 – up 13 per cent from the same period last year.
The data from the IMRG Capgemini Quarterly Benchmarking Index, says that the delivery service, which allows people to pick up goods in-store after buying online, is enhancing customer experience by providing an ‘ideal compromise.’
The verdict came as the click and collect figure dipped in Q1 to 11 per cent but has shot up since.
Chris Webster, VP, Head of Retail Consulting and Technology at Capgemini commented: “Customers are looking for increased convenience when it comes to delivery or collection of their shopping.
“Click and collect provides the ideal compromise enabling customers to collect their items at a time and place of their choosing whether from a retailers high-street store, a local shop or from one of the new locker services.”
Retailing heavyweights Tesco, Asda, John Lewis, Boots and eBay have helped accelerate the growth by promoting click and collect as part of their multichannel strategy.
“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,” said Tina Spooner, chief information officer at IMRG.
“The rate of growth demonstrates this level of support is working.”