Click And Collect; Your Purchases, That Is

According to an April 2015 study by Blackhawk Engagement Solutions, reported by EMarketer, 86% of digital buyers said they would consider buying online and pick up in-store, known as click and collect in the UK. Almost 4 in 5 respondents said they would consider buying digitally and picking up in-store if it meant they could receive an item three days earlier. And 45% of respondents had purchased online and picked up in-store in the past six months.

Likelihood/Adoption of US Buyers Purchasing Online And Picking Up In-Store (Adults 18+)


% of Respondents

If would save $10 on $50 purchase


If would receive item 3 days earlier


Have done so in past 3 months


Source: BlackhawkEngagementSolutions, July 2015

The report noted that buy online, pick up in-store offers perks for retailers, too. Not only does it reduce shipping costs, it also gets customers in-store, where they’re likely to purchase more. Chitra Balasubramanian, head of business analytics for RetailNext, concurs, saying “Shoppers who buy online and pick up in-store end up spending a lot more once they get to the store.”

Recent studies suggest usage is rising, says the report. An April 2015 study, by KPMG and The Consumer Goods Forum, found that 59% of retailers worldwide said that buy online/pick up in-store was the most-used shopping/delivery options they offered.  

And, a March 2015 study, by Forrester Consulting, showed that fraud management professionals worldwide, when asked about the types of omnichannel shopping options offered by retailers, 74% cited buy online, pick up in-store as the No. 1 response.

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