Click-and-collect no longer falls under Department Stores’ plans for the future as more than half of brands in L2’s 2016 Department Store study have already implemented the feature. While 62% of Department Stores now offer click-and-collect (a jump from 56% in 2015), just 15% of consumers in the U.S. and 8% of shoppers in the U.K. have used it. Just a quarter of shoppers in both countries expressed interest in using click-and-collect, further marking slow adoption on the consumer side.
Surprisingly, click-and-collect is the only omnichannel investment which more Department Stores been increasingly implementing since 2015. The number of Index brands allowing In-store returns of online purchases and displaying in-store inventory online has remained stagnant.
However, this does not mean brands should put a hard stop on click-and-collect investments. The gap may be in the quality of these services, i.e. untrained staff, store layouts not designed for quick pickups, and absence of fully integrated systems. U.K. holiday shoppers using click-and-collect cited lack of a dedicated pickup area and long wait times caused by untrained staff as the top reasons for their negative experiences.
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