Half of consumers cite the option of picking up online purchases in-store as an important convenience. However, L2’s Intelligence Report: Omnichannel Retail found just 22% of U.S. retailers are providing the service. In contrast, 44% of U.K. retailers have click-and-collect services and the investments are paying off. In the third quarter of 2013, one in five online orders were picked up at the store and the share is even higher for digital leaders. Argos (the U.K. equivalent of Target) fulfills 31% of its orders online, and 70% of Tesco’s non-grocery items are picked up in-store.
Developments in in-store pickup have been much more robust among U.K. prestige retailers. U.S.-based Neiman Marcus and Bloomingdale’s launched in-store pickup since the previous year, but a handful of U.K. prestige department stores have been innovative with the feature. U.K.-based Selfridges expects click-and-collect (which it launched in 2013) to account for 25% or more of its orders in-store, and its Oxford Street store has drive-through pickup. Harvey Nichols offers “Click & Try” which allows shoppers to purchase products online and try them on in-store to confirm sizing. John Lewis partnered with sister brand Waitrose (grocery) to expand its network of click-and-collect locations, and found that 57% of orders were being picked up at Waitrose locations.