Click and Collect trend driven by m-commerce
06 September 2013 - 14:44 by Simon Crisp
Over the past 12 months the number of online purchases being made using mobile devices has doubled, accounting for just over 23 per cent of the market in the UK, according to the latest figures from IMRG.
However, another intriguing trend being driven by increased m-commerce adoption is that of Click & Collect, which a growing number of British retailers are harnessing to encourage people to come back into their bricks and mortar outlets.
The Click and Collect service will be familiar to many consumers, since it allows you to place an order via safe shopping online and then head down to your local store on the same day to pick up your products, rather than having to wait a few days for delivery.
This may seem like a process that slightly defeats the point of online shopping in the first place, but closer examination reveals that you get the same basic conveniences, including the ability to avoid the crowds when picking items on the high street, while combining it with the immediacy of traditional retail.
Shopping online has generally required a delay between the purchase taking place and the consumer actually getting their hands on the product in question. With click and collect this issue is smoothed over, so because people can shop on their smartphones, it is even easier for them to arrange to pick up something in-store when they are out and about or sitting on the sofa at home.
Analysts predict that m-commerce will continue to grow its influence over the coming months and years and could even topple standard e-commerce within the next half-decade. Retailers will be aware that if they want to sustain a high street presence, ensnaring consumers online is an important aspect of this.