Despite 69% embedding Click + Collect into shopping journeys, new research shows that 79% of Brits feel it’s time the experience evolves

• Opportunity for retailers to usher in new era of Click + Collect as UK shoppers don’t hold back on disappointment and demands for greater convenience

24 April 2024: Despite clear consumer appetite for Click+Collect – a service designed to be faster, more convenient, and more affordable than home delivery – a survey* released today reveals that 79% of Brits believe the offering needs improvement.

The research – conducted by UK-based Clix Technologies, startup pioneers of mobile-first technology solutions for retail businesses – showed that over two-thirds (69%) of UK shoppers are embedding Click + Collect into their shopping journeys, attracted mostly by the convenience factor (24.9% use it to get items quicker) and money-saving opportunities (28.9% use it to save money on home delivery charges).

However, there is more work to be done, because behind the positive numbers lies a worrying trend for retailers: the results show 82% have chosen home delivery over Click + Collect purchases over the last 12 months.  Features of Click + Collect that are putting shoppers off include poor store proximity (31%), queues (23%), inconvenient opening hours (14%), and shared screen technologies (7%).

With the immense growth of ecommerce, partly spurred by the pandemic, customers’ desire for online/offline integrated shopping models such as Click + Collect has accelerated. Overall, a huge 85% of respondents were receptive to using it more if the experience was right.

Specifically, respondents said they’d use Click + Collect more if:

• they were able to collect outside of normal store hours (25%)
• they didn’t have to wait in a queue to collect goods (16%)
• there was a dedicated store collection point (12%)

Matt Cater, Co-Founder of Clix Technologies, says the findings send a clear message to retailers:

“It’s certainly positive to see new evidence that British consumers are keen to embed Click + Collect into their shopping journeys, particularly as the model offers retailers so many benefits. When implemented well, retailers are seeing reduced costs, more efficient staff deployment, increased store footfall and better customer satisfaction. However, there is clearly room for improvement across the retail industry, and adoption rates could be far higher if shopper convenience was given more consideration.

“This new insight shows that while there is a healthy desire for improved Click + Collect journeys, only 11% currently choose the service at every opportunity, proving that there is remarkably high growth potential for those retailers ready and willing to embrace the clear appetite from consumers. Retailers must evaluate the overall experience of Click + Collect, accommodate today’s tech-savvy consumer expectations, and offer the fast, convenient, and seamless experience that consumers now expect.

“This can be achieved by implementing innovative and emerging technologies, such as frictionless mobile-first, cloud based systems, which eliminate the pain points of clunky, legacy Click + Collect experiences,” he concludes.

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*About the Survey:

The research was carried out online by Research Without Barriers – RWB. All surveys were conducted between 27th February and 5th March, 2024. The sample comprised 2,004 UK adults. All research adheres to the MRS Codes of Conduct (2023) in the UK and ICC/ESOMAR World Research. RWB is registered with the Information Commissioner’s Office and is fully compliant with the General Data Protection Regulation (GDPR) and the Data Protection Act (2018)

About Clix Technologies:

Clix is a dynamic tech business that makes innovative and consumer-focused Smart Lockers. The main aim of Clix and the Vault OS operating system is to take the fuss out of click and collect. With a ‘mobile-first’ ethos, we’re putting the future of retail convenience in the customer’s hand. Our pioneering custom built software is revolutionising the way stores, and their customers look at the click + collection retail experience.