Delivering an effective click-and-collect strategy: A retailer case study

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Abstract: How should retailers build an effective click-and-collect strategy? This paper identifies key considerations to deliver long-term business success, based on the experience of a UK retailer who has recently launched such a service. It demonstrates how change can be implemented in a multichannel retail environment, and how retailers can harness the opportunities presented. Key considerations around strategy development, service design and implementation are explored, with a particular focus on insight and drivers of multichannel shopping behaviour. A conceptual model is developed to understand the factors that drive multichannel shoppers. Data show that a click-and-collect service can drive incremental sales from additional purchases in-store, and why customers see value in such services. The findings offer a clear set of factors that managers can use to improve the customer experience and drive incremental sales. Finally, a new mode of multichannel shopping behaviour is identified and proposed — research online, purchase and research offline.

Keywords: retail, e-commerce, multichannel, omnichannel, click-and-collect, digital strategy, service design, customer experience