Click and Collect to hit GBP3bn festive high

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Experts predict 40% uplift in C&C sales over Christmas period.

The face of Britain’s high streets will be drastically altered by the rising popularity of Click and Collect services, with £3 billion worth of good expected to be purchased in this way during the festive period.

According to a report in The Times, last minute visit to pick-up Click and Collect items will prompt the average consumer to make three extra trips into town, giving retailers more sales opportunities.

Overall, Click and Collect sales are estimated to reach highs of £3 billion this Christmas, a 40% increase on last year.

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Additionally, retail consultancy firm Conlumino has predicted that each trip to collect Click and Collect purchases will result in a spontaneous spend of £27, as reported in The Times.

WHY CLICK AND COLLECT BUILDS CUSTOMER CONNECTIONS

According to DX delivery services chief sales and marketing officer, Paul Doble, offering free Click and Collect is a good way to tempt customers into store. He explains: “Whilst Click and Collect (C&C) won’t impinge on the dominance of home deliveries this Christmas, we may see instances of ‘free C&C’ versus chargeable home delivery that tempt the customer into the store.

"The main barrier to C&C is simply that there are still a relatively low number of online checkouts that offer facilities such as CollectPlus. For the moment at least, shoppers welcome the convenience of delivery to the home as long as the price is right, the service is quick and efficient, and doesn’t require them to be in to sign for it.”

He continues: “This Christmas, the industry will be more competitive than ever. Several large carriers have opened additional hubs and others are offering delivery on Sundays; the net result being that some firms will be aggressively increasing their delivery volumes and ‘free delivery’ is likely to become available at a lower minimum spend.

“Last Christmas there was a capacity shortage across the market, as sales outstripped delivery capabilities. The growth of C&C should capture some of this market, but capacity will remain an issue, forcing consumers to pay for more specialised delivery options in order to get their hotly anticipated purchases delivered on time.”

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