While the transition to e-commerce may have contributed to closing stores, digital technology can also benefit retailers. A quarter of shoppers who use digital devices add more products to their purchases, and one in three click-and-collect users reports buying more. However, brand investments in click-and-collect capabilities appear to have stalled.

Just 57% of non-Grocery brands offered this service in 2016, down from 61% the previous year, according to L2’s Digital IQ Index: Big Box. In the Grocery segment, only 13% of brands let shoppers complete a purchase on their mobile sites, and virtually none have adopted omnichannel features like letting shoppers buy items online and pick them up in stores.

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By investing in these technologies, retailers could potentially offset sales declines. While click-and-collect has not yet been widely adopted by US consumers, those who use the service not only buy more but also report high satisfaction, suggesting that investing in click-and-collect and other omnichannel strategies might be a savvy way to boost sales amid the continued growth of e-commerce.

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