Almost one in five multi-channel sales are now click and collect
A new study has shown that 19% of multi-channel online sales were via click and collect in the third quarter of 2013.
The data from IMRG and Capgemini reveals that the figure has risen from 13% in the same period in 2012.
While the year-on-year growth is strong, IMRG and Capgemini actually recorded a dip to 11% in the first quarter of 2013 so the rate of growth since then has been particularly sharp.
Although the convenience and certainty of not missing a delivery that click and collect offers seems to have struck a chord with shoppers, the rate of growth has been driven by a number of large retailers promoting the service prominently as part of their proposition.
Never Miss a Retail Update!Tina Spooner, chief information officer at IMRG, said: “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. The rate of growth demonstrates this level of support is working, with the Q3 figure surging 72% on the Q1 equivalent.
“Retailer adverts often list ‘online | mobile | in-store’ as the potential channels for engagement; ‘click and collect’ is the latest staple regularly appearing in that list. Based on the level of growth seen during 2013 we expect click and collect sales to account for at least a quarter of multichannel online sales by the end of next year.”
