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Collaboration between bricks and clicks to drive Xmas footfall


Footfall on the high street in the run-up to Christmas is being driven by greater collaboration between pureplay and bricks and mortar retailers inspiring customers to spend in stores they wouldn’t have normally, according to Doddle.
The click and collect company has expanded its network by more than 300% since the last quarter and now has more 370 locations. Of these the majority are concessions, hosted within Morrisons supermarkets, Debenhams department stores and Cancer Research UK charity shops.

The company’s data suggests that between 25-40% of customers visiting Doddle concessions are new customers to the host retailer and in some locations as many as 80% of customers collecting or returning go on to make additional purchases in-store.

Tim Robinson, Doddle CEO, said: “UK retailers are becoming far more collaborative and open to partnerships that create better experiences for customers, even if it means sharing those customers.”

“Our prediction is that 2018 will be the year we see some major strategic partnerships between pureplays and traditional bricks and mortar retailers resulting in a win-win result that drives both sales and footfall,” he said.

Image credit: Doddle

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