The modern consumer expects to receive instantaneous customer service and prompt deliveries. Retail chains must function according to those demands or watch their competitors capture their market share. The pandemic has transformed that trend into a titanic version of its former self, and one logistics system is helping to drive the change: The click and collect model.
Today, many software and automation tools are suitable for the needs of small to medium-sized businesses, including, inventory management software—a tool that allows retailers or wholesalers to monitor inventory levels for optimal production and distribution of their goods. Retail management software (RMS) broadens that functionality by incorporating your larger point of sale and customer relationship management tools.
In this article, GetApp runs through the basics of how to successfully launch a click and collect model. But first, what exactly is a click and collect model?
What is the click & collect model?
The click & collect business model is a system in which buyers shop online but fetch their products in-store. Look past the skin of it, however, and you uncover a profound strategic process that touches the roots of your value proposition.
The click & collect model not only allows consumers to save on delivery costs, but it also creates another layer of convenience for those who would prefer to pick up their products in person. For some, it can remove the headache of delivery drivers not being able to find a tricky address, or purchases getting lost in the post.
How to drive a successful ‘buy online, pick up in-store’ strategy
To drive a successful ‘buy online, pick up in-store’ strategy, you’ll need to begin with an online shop. If you haven’t already set this up, you’ll want to make use of eCommerce software. Once you have your website, you can focus on the first steps to click and collect success.
Below, we’ve listed a few key aspects to consider when launching a ‘buy online, pickup in-store strategy:
1. Communication
Without communication, your click and collect system will disintegrate. A transparent process tells your customers when to collect their orders and what paperwork to produce when they do.
Purchase order confirmations need automated triggering and comprehensive data on pickup requirements. Update tracking adds transparency, and that translates into happy buyers.
2. Cross-selling
The click and collect model integrates your brick-and-mortar and eCommerce operations, and your customers will thank you by letting you upsell when they arrive to collect their products.
According to Supply Chain Game Changer, 49% of buyers are likely to buy a new product when they pick up their online order. That’s not a number to sniff at, and you can drive it even higher by merchandising for impulse sales right at your collection counter.
3. Convenience
In the same report by Supply Chain Game Changer, 60% of shoppers who have a poor click and collect experience move to a new store. If your store is especially busy, and in-store pickup customers are forced to wait in long queues with other paying customers, you may lose their patience. Collections need to be convenient, so create a dedicated pickup point with pre-sorted orders and knowledgeable service staff.
4. Commercial holiday opportunities
Click and collect allows retailers to collect customer information and contact details. When the holiday season arrives, turn that data into a marketing opportunity by distributing targeted email campaigns and loyalty programmes.
Best software for implementing a click and collect strategy
Standard on-premises inventory management solutions organise your barcoding, costs, orders and count sheets. However, if you’re looking to have one system to also process sales, schedule staff, and even create actionable real-time data, retail management software is a suitable solution.
Whichever platform you opt for, choose a comprehensive system that keeps a beady eye on your stock so that you can avoid stock-outs where desired. Your software also needs to interface with your daily website management.
It’s worth sourcing a platform that provides data insights. When you understand the supply and demand of your company and have access to your metrics, your understanding of your business grows. The more you learn, the more capable your business is at being profitable.
