As expected, Click and Collect was instrumental in
encouraging many more customers to order online for Christmas. Experience
design agency Foolproof bears this out with the results from its “run up to
Christmas” survey of 1000 shoppers which found 20 per cent of respondents saying
they had bought online for in-store collection. Further research from the Logic Group
conducted between 26 December and 2nd January found that one in ten
had bought most of their Christmas shopping in the last week before Christmas
and that the over 45s led the last minute dash. It wasn’t just the merchants
with physical stores who benefited from Click and Collect, though they stood to
derive incremental sales from those collecting their orders, but the direct and
web only businesses which have added delivery to a local pick up point as an
option. Still on Christmas shopper behaviour, some 15 per cent from the Logic
Group survey had used accumulated loyalty points and vouchers to pay for
presents. Overall most sources concur
that UK online spending continued unabated during the final 4 day run up to
Christmas because of the low risk click and collection service offered by many
retailers. We learned too that over 50
per cent of Marks and Spencer’s online orders for the period were collected in
store and over at John Lewis there was a 60 per cent increase in click and
collect order volumes in 2013 as a whole. No doubt more will be gleaned from the 2014
MultiChannel Retail Delivery Report when it is released later this month at
the Golden Chariot awards.
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