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Click&Collect: shopping based upon the time you have available

12.04.2017

Customers are always in a rush and have little time to do the shopping. Some retailers are able to intercept and understand customers’ needs and they set their retails store in accordance to their needs. ‘Click&Collect’ is a service providing customers with the possibility to purchase online and then go to the store to pick up the products purchased online. There are no additional costs for deliveries and no delay in the deliveries of the products. An easy and efficient method that fulfill both the customers as well as the retailers’ needs. Mrs. Natalie Berg of ‘Planet Retail’ describes the ‘Click&Collect’ service as follows: “ Two of the most relevant obstacles to the on-line purchases are the delivery timing and costs. ‘Click&Collect’ thus become an attractive service for both customers and retailers. Its implementation is going to be the ‘hardest battle field in the future’. “ A considerable potential and yet there is little trust in this kind of service despite some excellent outcomes as for example the famous clothes store Westfield in London. In this store there is a specific area devoted to the pick-up of the clothes purchased online: in this area it is possible to try the pieces of clothes on and eventually return them in case they do not fit. Westfield Marketing Director states that: “thanks to the increasing popularity of ‘Click&Collect’, we have the opportunity to respond much better to customers’ needs and in the end to give them a better purchase experience whether they buy online or at the store. Our decision derives from the strategy to supply digital solutions that improve customers’ purchase experience while at the same time help our shops to increase their sales.”’ Purchase at the store is not the only feasible solution. It is possible to conceive some distribution corners with wardrobes accessible 24 hours per day and 7 days per week being autonomous and independent pick-up corners. In other words, an outside ‘kiosque’ that is always available so as to allow customers to pick-up the clothes any time they wish. Click&Collect is a very good solution in order to reduce the gap between online and off-line purchases. A service integrating the retailer's care towards his customers.

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