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How popular is Click and Collect in the UK?

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Author: Andy Mulcahy, Editor, IMRG & eCommerce Worldwide

 

Home delivery remains the most popular fulfilment method, but click & collect has become a major option. While it is not a new fulfilment concept, it took a while to become widely adopted in the UK.

 

Increasing online delivery volumes were putting pressure on capacity (particularly around peak) and it came to a head in 2010 – when the UK experienced a sustained period of extreme weather conditions in the lead-up to Christmas, which caused huge disruption to the delivery network. More recently, Black Friday has become a major sales event in the UK where huge volumes of orders are compressed into a short timeframe, putting further pressure on capacity.

 

Click and Collect Lockers and Shops

 

Following 2010, many retailers have invested in click & collect solutions. It’s important to bear in mind that there are multiple different options:

 

  • In-store click & collect – paid online, collected from a retailer’s own store
  • In-store reserve & collect – ordered online, but payment is made only at the time of collection
  • Parcel store – paid online, collected from a convenience store, petrol station or other manned location
  • Lockers – paid online, collected from a locker box in a street site or at a supermarket, petrol station, bus, train or tube station

 

In 2010, the average quarterly penetration rate for click & collect sales completed online for multichannel retailers was 10% . Although it appears to have reached a plateau at present, in 2015 the average quarterly rate was 23% – so almost a quarter of online sales for multichannel retailers now use this fulfilment option.

 

Furthermore, a report by IMRG and CollectPlus predicted that click & collect options in all its forms – in-store, parcel store and lockers – will continue to increase in popularity at a growth rate of 20% per year.

 

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