Click & collect encourages higher spending - report

By

Sandra Halliday

Published
Oct 31, 2018

Click & collect encourages shoppers to spend more with those choosing it as a delivery option spending 14% more than those selecting home delivery, a new study claims.

It's long been accepted that click & collect has a positive impact on overall sales, particularly as it encourages shoppers to go into physical stores to pick up their orders so they might spend more in-store. But now the study from HubBox has put a figure on the benefit to actual online basket values.

The company analysed data collected over a period of 10 months from UK retailers (with a minimum parcel volume of 10,000 per month) that sold products in fashion, footwear, beauty & health, sports, lifestyle and homewares. 

It said that the 14% discrepancy between those choosing click & collect rather than home delivery would mean a £50 order actually ending up as a £57 one, which is a big and potentially transformational difference in the tough environment UK retail is currently seeing.

HubBox found that the percentage increase at checkout varied depending on the product vertical, with the most notable uplift occurring in the sports (21%) and fashion (15%) sectors. Footwear saw the smallest percentage increase (7.8%), which still represented a significant benefit for retailers considering the higher average product value in the category. 

So what's going on here and what's in consumers minds that's causing the extra spending? The researchers said that “fears around delivery can hold consumers back when it comes to placing an order online, which may explain the link between choosing click & collect at delivery and higher spend.”

It added that a study conducted by JDA and Centiro in 2016 revealed that 19% of shoppers chose click & collect at checkout because they felt more confident they would receive their items than if they had chosen home delivery.