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.
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.