Research says that consumers want to Â“click and collectÂ” this Christmas
More than half of online shoppers want to see options to collect in-store
The survey, carried out by Postcode Anywhere, canvassed consumers on a range of questions relating to online shopping experiences. Of the 1,000 respondents, 52% rated the option to collect items directly from a shop as important. 29.5% saw options to collect goods in-store as “important,” while 22.5% saw it as “very important.”
Postcode Anywhere’s sales and marketing director Phil Rothwell said: “Mixed-mode buying represents a fundamental shift in the way consumers shop. There is growing evidence that the most successful retailers will be the ones who embrace this move and increase the strength of their multi-channel operations, enabling customers to shop at their convenience.
“There could be several reasons why customers prefer to visit a shop than buy online. Some might not be comfortable purchasing a product without seeing it first; others may feel they can get the item quicker if they collect it themselves; and then there was last Christmas, when bad weather resulted in large numbers of missed deliveries.”
“This is good news for traditional ‘bricks and mortar’ retailers, but many still need to develop stronger multichannel propositions if they want to keep up with the demands of both the modern consumer and their competitors. And with online sales set to increase this Christmas, it’s never been more important to ensure their ecommerce sites are well placed to serve these needs.
“These businesses realise that convenience is already one of the main factors to influence online shoppers and that innovatively delivering through multiple channels is the key to significant profit growth.”
The Retail Bulletin’s Multi-channel Retailing Summit 2012 will be in London February 1st . The Summit will examine how retailers can maximise profits and market share through cost effective, engaging and seamlessly integrated multi-channel strategies. This one-day event will be fully interactive and gives delegates the chance to ask questions and discover insights from retail experts in the multi-channel space.
The Summit is retailer-led and confirmed speakers include Tesco.com, Halfords, Schuh, ASOS, Santander UK plc, Marks & Spencer, Boots.com, Game Group, Alexon Group plc, , Everything Everywhere, o2 Telefónica, Joules Clothing, Adnams Plc, Best Buy UK, Collect Plus, Norbert Dentressangle, 2ergo.
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