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Mobile consumers more likely to use click and collect: study

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As consumers become more likely to shop using a mobile device, they’ll also become more likely to take delivery via click and collect, a new report suggests.

The IMRG CollectPlus UK Click & Collect Review suggests that click and collect options, whether in-store, from a parcel store or from lockers – will increase in popularity by 20% a year. Among the findings, the study found clear evidence that “mobile shoppers are primary click and collect shoppers so the propensity to shop online using a mobile device is a clear future indicator towards the use of click and collect.”

It also found that click and collect was important in returns, and ensured they could be processed quickly through the supply chain before being promptly refunded or credited to the customer’s account.

“Improving customer experience is a focus for many retailers and the convenience with which customers can receive their orders has become a key differentiator – and click & collect is arguably becoming an expectation in terms of delivery options,” said Andrew Starkey, of IMRG and author of the report.

Neil Ashworth, chief executive of CollectPlus , said: “In just one decade, click and collect has gone from early trials amongst innovative retailers to a standard component of the multichannel retail proposition.”

He added: “In the next few years, we expect to see further innovation in click and collect services, with a greater range of pick-up locations on offer. Retailers need to be thinking about delivery in terms of ‘customer journeys’ rather than simply proximity to where people live.”

An executive summary of the report can be downloaded here.

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