Westfield London is to pilot Click and Collect from today as it offers shoppers a more tailored and luxurious shopping option.
The partnership with parcel firm Collect +, which was led by current John Lewis’ online director Mark Lewis from 2010 to 2013, will allow customers to purchase items online, collect them from an area of the centre, try them in changing rooms and return anything they like.
Westfield will provide a premium lounge area which includes fitting rooms which saves an additional trip to return items.
“With the growing popularity of click and collect and shoppers’ wanting to use click and collect services at convenient locations such as Westfield, we saw an opportunity to respond to shoppers’ needs and ultimately help deliver a seamless experience for customers shopping online and in-store at Westfield London,” said Myf Ryan, Marketing Director, UK & Europe.
Westfield said the Collect+ pilot is part of its broader strategy to deliver digital solutions that enhance the customer shopping experience and drive sales opportunities for its retailers. The new service will be part of Westfield London’s integrated concierge service, which offers a wide range of services such as handsfree shopping, valet parking and a home delivery service.
Jon Copestake, Retail Analyst at The Economist Intelligence Unit explained: “It’s a win-win channel policy for malls and shopping centres such as those operated by Westfield. Online stores open up a new front for revenue generation, while in-store pick-up will generate footfall and more sales opportunities from consumers who shop further when collecting items.”