Merging online and real-life sales
At its simplest, click-and-collect is just a way of cutting out the delay and expense of delivery – customers buy online, then drive to their local store to pick up their purchases. Supermarkets like Pak'n'Save and Countdown were some of the first to introduce the concept in New Zealand.
But, with many retailers struggling to strike a balance between online sales and brick-and-mortar stores, click-and-collect can bridge the gap. Kiwi fashion brand Max offers a click-and-collect service where customers can reserve items online, then visit a store to try on and buy. Others, like Smith & Caughey’s and Health2000, let customers complete the purchase online then visit to pick up.
To make the service even simpler, some retailers offer pick-up from lockable cabinets outside the store – so customers can collect purchases without leaving the car park. Drive-through click-and-collect – sometimes called curb-side delivery – takes the concept a step further. Other retailers offer pick-up options from other locations, like post offices or dairies, meeting customers halfway and cutting down on delivery costs.
Whatever the method, it’s about giving your customers a range of options and making it as easy as possible to buy your product.