CLICK AND COLLECT

Speedy shipping is the name of the game, and customers expect to receive goods as fast as they’ve clicked ‘checkout’. With the presence of a retail store in the same city as the purchaser, there is an expectation that goods can (and should) be shipped or couriered on the same day as an online purchase, or at least the next day. While this may be easier for larger companies, whose size can absorb and offset the cost and complexity of flexible shipping, smaller companies must hold themselves to the same standards. It is vital to find some way of covering the cost of quick couriering, whether this is by charging customers more for speedy shipping or covering the cost within their retail pricing structure. Another aspect of these shipping pressures is flexibility which must be offered to customers. The click-and-collect model allows consumers to pick up their goods in-store, and avoid waiting for shipping or dealing with delivery-related difficulties. Customers are increasingly utilising the entire omnichannel experience in one purchase and expect that these channels will blend seamlessly and allow them to have a smooth and straightforward shopping experience. In-store pick-ups mean additional logistical responsibility must fall on retail assistants, who are now doing the work of a warehouse pick and packer, as well as brand managers who must ensure efficient shipping systems are in place for retail assistants to be successful with increased responsibilities.