Often contrasted with traditional physical commerce, your website can also be a valuable ally in revitalizing the customer experience and attracting a new audience, thanks in particular to Click & Collect.
What is Click & Collect?
Click&Collect is a hybrid experience between a traditional e-commerce purchase and an in-store purchase, offering the advantages of both levers.
The "Click" section for ordering :
Search, information, comparison, payment... Everything is done from the website, with all the advantages that includes. You can take the time to place your order from any of your screens (computer, tablet or mobile), stop and come back to it, and above all do it at any time. Advantages already well known with the advent of E-Commerce several years ago... But subject to the frustrating wait for delivery.
The "Collect" section to pick up your order:
Once your order has been confirmed, you'll be able to collect it directly from the store a few hours later, or even a few minutes for some! Your order will be ready and paid for, and all you'll need to do is pick it up.
This is where Click & Collect's enhanced customer experience comes in. For this service to be effective, order collection must also be effective. To achieve this, there's no better way than to create a dedicated Click & Collect counter close to the point-of-sale entrance, easily identifiable by dedicated "Click & Collect" signage.
Click & Collect has already spawned a host of success stories in the ready-to-wear, household appliance and even pharmacy sectors!
Click & Collect generates Web-to-store revenues: the example of pharmacies
Let's take the example of Marie, a young working mother who is constantly on the go between work, school and home. It's hard to find the time to shop without worrying about forgetting anything... Especially when it involves the whole family's parapharmacy products.
Marie had chosen E-Commerce for her home-delivery purchases, but shipping costs were beginning to represent a significant part of her budget and organization was quite restrictive.
That's when Marie discovered that the pharmacy down the street from her children's school offered Click & Collect. Marie is delighted with the service, and is now a loyal customer of a pharmacy she didn't use before.
There are many stories like Marie's about Click & Collect. What if Marie's pharmacy was you tomorrow? Whether you're a chemist or a retailer, your in-store customers are just as likely to be online consumers. Take advantage of your proximity to them, and offer them click & Collect to bring them back into the store.
